| Summary: | 碩士 === 世新大學 === 廣播電視電影學研究所(含碩專班) === 94 === Abstract
The digitization of TV industry is a definite development policy of our country in “Year 2002 to 2007 Country development key plan” published by Executive Yuan in 2002. The plan explains and defines clearly about TV digitization implementation strategy and process schedule. In the face of the transition and business opportunities brought by TV digitization, all kinds of media industries players devoted themselves into this big campaign. And the key factor of TV digitization is the application and promotion of DTV Set-Top-Box.
The purpose of this research is to understand the desire difference of using three kinds of different DTV Set-Top-Box, including wired, wireless and Chunghwa Telecom (CHT) MOD Set-Top-Box. I personally propose the following topics for further research and discussion in this report.
First of all, what is the life style characteristic of the DTV Set-Top-Box users, non-users and potential users?
Second, what’s the willing difference of using DTV Set-Top-Box between different life style group users?
Third, the comparison of DTV Set-Top-Box user behavior between different life style groups.
In this research, I divided the target users into four member groups according to their unique life style characteristics; they are “Fashion girl student group”, “Hard working young group”, “Conservative housekeeping group”, and “Active middle-aged group”. The research data shown “Hard working young group” members are the major DTV Set-Top-Box users and also the largest potential users. This group members age between 25 and 30 years old, and most of them are male. They pay much attention to their jobs but also know how to relax themselves. The second largest DTV Set-Top-Box user group is “Active middle-aged group”. This group members have the highest educational background and income in the four research groups. Besides, they care much about the program content quality rather than the price of DTV Set-Top-Box. “Conservative housekeeping group” have the second highest willing to purchase the DTV Set-Top-Box. Once the Set-Top-Box's price drop to an acceptable price, they will possibly buy them immediately. Furthermore, “Fashion girl student group” is the less potential user group, also with the least usage rate, for DTV Set-Top-Box market. These members are the youngest, most of them are still students and female. Therefore, they also lack for the purchasing power and economic independency. This research data also find out the majority of DTV Set-Top-Box user purchased are wireless boxes, wired boxes take the second place, and CHT MOD Set-Top-Box is the fewest one.
Finally, I also propose two suggestions as guideline reference for the popularization of the digital TV. First, improve the popularity of DTV Set-Top-Box actively. Second, improve the program content quality of the digital TV consistently.
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