| Summary: | 碩士 === 中興大學 === 應用經濟學系所 === 95 === Interactive multimedia-on-demand（MOD）is a product, which the consumers can choose the contains of the programs by themselves. In the pass, the consumers were obliged to accept the programs what providers offered under the restrictions of the technique. With this change, the MOD is now become a uprising trend in the international media consumption market. Therefore, the factors of purchasing of the MOD service should be considered. This study analyzes the decision factors, which influence the consumers to order MOD service. 505 respondents from 12 service centers of Chunghwa Telekom in Taichung region were interviewed during August, 2006. To fulfill the purposes of this study, the survey samples are categorized in four groups based on their media preferences, which are: Total, with CATV, with VCD/DVD and with MOD. Besides each group will be described with 4 types of characteristic parameters, which are personal, economy, satisfaction and living style.
Based on the valid 415 respondents, this study makes sure the following acknowledges:
Several personal characteristics could not provide more credible explanation on the reasons why the consumers purchase MOD products. And it is quiet certain in the analyses, once there are more members in the family; the possibility to buy MOD will be higher. When the consumers belong to the elderly group, the possibility to buy MOD is also higher. Because the responding consumer may not be the person who decide to buy the MOD products, the influence of the age factor should be further studied. The occupation of the customer has a significant effect on the intention to buy a MOD product. “Military, public and teaching services” and “manufacturing” are the two occupation groups who got the relative low interest to buy the MOD in comparison with the other occupations. And it could be an interesting subject to discuss in the future.
The behaviors and habit of customers influence significantly on their decision to plugin a MOD product. The results of this research support statistically that the behavior and habit of using VCD/DVD has a positive effect on buying a MOD product. This implies that when consumers prefer to choose their own programs and the watching time, they will very likely to buy the MOD products.
“Life style” has a remarkable positive effect to “buy a MOD product”, and its effect is much more important than “education” and “income” based on the statistical results. Furthermore for those people use internets more often; they will prefer to buy MOD. This phenomenon reflects consumer-friendly of the internet. And second, the consumers accept MOD products more easily if they are interested in new products/services or evaluate famous product well.
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