Internet Protocol Television (IPTV), the convergence services between television and the Internet, is developing rapidly around the world. Many digital media telecommunications service providers around the world are moving towards triple play offerings combining high-speed voice, video and data services. IP-based technology is used by most service providers to support such video services, commonly known as IPTV services. The diffusion of new technologies results from a series of individual decisions to start using the new technology, which is often the result of a comparison between the uncertain benefits of it and the uncertain cost of its adoption. Say no to plagiarism. Get a tailor-made essay on 'Why Violent Video Games Shouldn't Be Banned'? Get an original essay Understanding the factors that influence user choice is essential both for researchers studying diffusion factors and for the protagonists of this fledgling industry. In this article, we have defined some metrics that identify the reasons. Hammervold & Solberg (2009), by separately asking women and men questions about different sports and their willingness to subscribe, realized that football fans were more motivated to pay to watch sports TV than fans of other sports. This pattern was confirmed by frequency tables and logistic regression analysis. They showed that the difference especially applied to those who were extremely interested. Sixty percent of men who considered themselves extremely interested in football were willing to pay. Chae and Chang (2010) analyzed “preference for specific television content” and “satisfaction with previous media use” and realized that the greater the viewers' preference for specific television content. type of TV programs and demonstrated that viewers who perceive high importance for entertainment TV programs, children-oriented TV programs or educational TV programs show a high willingness to subscribe to IPTV that offers a bundle service of that particular type of TV programs, but viewers who perceive high importance for TV cultural programs do not show high willingness to subscribe to the IPTV service of TV cultural programs. They also demonstrated that the higher the viewers' usage intention for the IPTV entertainment, children-oriented, cultural or educational program bundle service, the higher the estimated price for their IPTV program bundle will be. On the other hand, viewers who have low satisfaction with TV entertainment, child-oriented, educational or cultural programs offered by their service providers show low willingness to subscribe to IPTV offering service of specific TV programs . Dover and Murthi (2006) analyzing “billing frequency” and “usage”, realized that as the customer pays a higher initial monthly price, the risk of churn decreases. They explained this result by the fact that customers who value the service more are more willing to pay a higher price. This finding is also consistent with previous research by Reichheld (1993) who demonstrated that customers who pay full price tend to be more loyal than customers who purchase at discount prices. Lin & Shu-Chuan (2006) stated that once there are more members in the family, the possibility of subscribing to IPTV will be greater, and when consumers are older, the possibility of subscribing to IPTV will also be greater. They suggested that “lifestyle” has a notable effect.