Exploring the interactive TV service from the value cognitive structure

• Main Authors: Chia-Wei Chang, 張家維
• Other Authors: Tsung-Chi Liu
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/24723017136472987557

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 94 === Due to the development of convergence in digital and information superhighway, this has caused the value added service in the structure of broadband internet to become more popular. The digital content industry has become one of the major future developments in Taiwan, but the development for the interactive TV in Taiwan has faced some obstacles. This research will investigate on the framework of consumers’ value structure in interactive TV, based on the “Means-end theory” approach. By going through an in depth interview with 20 participants, the research will develop a HVM based on the data analysis of their responses. According to our results of this study, we find out that iTV consumers mainly use VOD service. In the perspective of personal value, they tend to achieve the needs for the fun, enjoyment in life, self-respect and sense of accomplishment. In the perspective of personal attributes, they tend to achieve the needs for quantity of content is bigger, control, convenience, novelty, and low price. The results of this study expose the future of iTV industry development and marketing may: (1) increase quantity of content in focus group, (2) strive to make ad-oriented content, (3) focus on consumers watch TV in low-degree in marketing strategy. To make iTV service become the main platform and then develops home-commerce to make the platform more profitable.