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This paper is to analyze the relative weight and the priority order of the selection factors for IPTV. To obtain the goal this paper, firstly, the selecting factors for IPTV were identified and conceptualized on reviewing previous literatures. And this paper proposed the hierarchy model using the factor analysis on IPTV users. and utilized AHP in analysis method. Secondly, AHP model constructed 4 higher factors, and 15 lower factors. The higher factors were `Quality Acceptance`, `Social Effect`, `Using Motive` and `Individual Psychology`. Results of this study show that relative weights among factors IPTV selection were founded as `Quality Acceptance(33.0%)`, `Utilization Motive(31.8%)`, `Individual Psychology(21.3%)` and `Social Influence(13.9%)`. Economic efficiency takes the top rank in sub-criteria included 15 factors and than convenience, amount of information, discrimination, self-efficacy, innovation, relative advantage in order listed. For the generalization of the research results, further researchs are needed to investigate intended use of IPTV on other method of analysis.

The Importance Analysis of the Selection Factors for IPTV using AHP