With the rapid development of IT and broadband network, voice, data and video services are gradually integrated. IPTV is one of the popular products, which can deliver and provide consumers a variety of digitized content over the internet. Despite of the advantages mentioned above, IPTV in Taiwan is still not a threat to traditional TV. Therefore, many interesting issues were coming up. One of the interesting issues is looking into the factors of influencing continuance intention. This study explores the factors through the literature reviewing and the data collected from practitioners and participants. Moreover, we try to explain and verify the factors affecting the continuance intention by proposing a new model derived from Value-based Adoption Model (VAM) and Exception-Confirmation Model (ECM). In this research, an empirical survey methodology with 7 hypotheses was applied to verify this model. Partial Least Squares (PLS) was used to analyze the data and evaluate the model. The results not only identify the effective factors of perceived benefit and perceived sacrifice to IPTV services, but also showed that perceived value was influenced by the trade-off between perceived benefit and sacrifice, as well as by the consumers¡¦ confirmation level. The value that consumers perceive from IPTV services will have a significant effect on satisfaction and the continuance intention. In sum, the study explores the factors of perceived benefit and perceived sacrifice, and proposes a more comprehensive framework to explain the ¡§continuing using behavior¡¨. This study also provides a reference model for the value-based or IPTV research and some suggestions for the IPTV practitioners.