The Research on Traits and Use Behaviors of the Broadband Internet Users ─In Terms of the Diffusion of Innovation

• Main Authors: Jui-Fang Chung, 鍾瑞芳
• Other Authors: Yun-Tsai Chou
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/86959564585977483571

碩士 === 元智大學 === 資訊傳播學系 === 92 === The number of Internet users is the evaluating standard of a country in information economical development. According to the statistics of the Institute for Information Industry, the number of Internet users in Taiwan has been up to 8.83 million (until 2003). And among those Internet users, 2.39 million are broadband ones. After the broadband infrastructure matures and the quantity of the Internet users increases, the quality of broadband Internet industry would be stressed. We can foresee that with the large number of Internet users, the broadband value-added content would be better. Then, the use behavior of the broadband Internet users becomes the focus of the future marketing researches. This research is to explore traits and use behaviors of the broadband Internet users in terms of the Diffusion of Innovation. Through factor analysis of SPSS, I first single out the innovation personality traits. And then through Logit Regression, I analyze the varieties of use behaviors among different groups of innovation personality traits of broadband Internet users. I hope this research could provide business managers with the reference of marketing segment and managing strategies.