| Summary: | 碩士 === 銘傳大學 === 傳播管理研究所碩士在職專班 === 93 === Abstract
This was an empirical study of a new technology product —DVB-T in Taiwan. The purpose of the study was to understand the current implementation of people who buy DVB-T. It also explored factors that affect consumers to purchase this new product. Both qualitative and quantitative methods were used in this study.
First, an in-depth study of DVB-T company regarding the media promotion of DVB-T, and policy implementation of problems solving of DVB-T in six months period was investigated. Second, questionnaires that were based on literature reviewing were developed. Third, technology acceptance model was utilized to survey drivers with either private or public transportation. The purpose of the survey was to exam the link of the latest technological development of DVB-T and its practicing.
This research used convenience sampling method. DVB-T users in Taiwan were the objects of the research. Selected objects who drive taxi and who have their own car were both the target samples. A total of five hundred questionnaires were sent to the taxi driver. Four hundred and seventy five questionnaires were retuned in which three hundred and thirty four were usable. An on-line survey was utilized to private drivers. A total of one hundred and sixty questionnaires were issued on line. One hundred questionnaires were received in which ninety nine were usable in the study. For the study, a sum of six hundred and sixty questionnaires was issued. Five hundred and seventy five questionnaires were returned to the researcher. Four hundred and thirty four questionnaires were used in the study. The effective received rate is 72.17％%.
Therefore, this research enhances the development and growth of audio-visual industry is Taiwan. It also is encouraging to invent a new technology acceptance model for the future.
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