Analysis of the Factor Affected Chinese Audience Choice Behavior between Traditional TV and Network Video in PLS-SEM

Since the technical barriers of media industry were resolved, audience has become the determinant that impacted the development of media industry who would choose different media products depending on their perception. In order to find the key factors that impact Chinese audience’s choice behavior and provide practical guide for media industry to improve its service, the paper studies influence of audience’s perception on their choice between traditional TV and network video by building PLS-SEM. And then, partners and age which were proved to be the most important demographic characteristics affecting audience choice of video terminal in author’s previous studies are selected as moderator variables to explore how demographic characteristics influence the different paths of assumptions. The statistical results indicate that relative performance expectancy, relative effect expectancy, relative social influence and habit have significant positive effects on choice intention, relative time-related risk has no significantly negative effects on choice intention, relative physical risk has significant negative impacts on choice intention, habit and choice intention have significant positive effects on choice behavior. In the different paths of assumptions, partners and age exist significant differences.