| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 90 === Owing to the progressing of new technology and developing of multi-media service, that made it become possible to launch video service by using ADSL broadband feature, and now there are some Telecommunication operator of other countrys have began to offer video service based on ADSL’s broadband access internet technology, ChungHwa Telecommunication have finish a deal about multimedia service commercial system on June 2001, and will launch service on Q3 2002, that multimedia services could be order and play on TV under consumer’s demand.
The purpose of this paper, while using Roger''''s Innovation Adoption Theory as its frame, is to identify the acceptance of the multimedia services based on ADSL consumers'''' preference and their demand for broadband video on demand service. In addition, we try to find out whether the ADSL consumers can be segregated by life style so as to describe their characteristics and to provide our research results to the Telecommunication operators formulate their marketing strategies.
The samples we used for this study are the Taipei area ADSL consumers who attent to the Feb 2002 Taipei Communication & Multimedia-services Exhibits. The research results shows : From the samples we discovered that ADSL users can be effectively segregated by life style. on the acceptance procedure, about 95% of the sample attendants who have heard of multimedia services, and about 70% the sample attendants who have expressed that the multimedia services can provide multifunctional services when compared to cable TV and broadband internet services. Primary sources of such multimedia services information comes from telecommunication industry, TV, newspapers, magazines, and from internet. Majority of the sample attendants showed strong interests in this multimedia services and have expressed their intention to apply the services within 1 to 3 month and under 1 month period. Accepted the rate per hot movie on under NT50 and NT50~100, the rate per general movie on NT20~40 and under NT20, the rate per karaoke song on under NT5, the monthly fee of basic services on under NT200, and prefer the charge model on「pay per view, but has budget limitation」 and 「charge by monthly」.
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