| Summary: | 碩士 === 國立臺北大學 === 資訊管理研究所 === 95 === Driven by IT innovation and government policy, the IT, telecommunications and mass media industry have formed so-called “Digital Convergence”. Therefore, the interactive TV service is innovated in Taiwan in recent years. This research regards MOD as the target, which is the product of Chunghwa Telecom Company, and uses the data mining method to analyze the relations between process of innovation adoption, life style, consumers’ useage behavior and product’s attributes. From the empirical case, no significance has been shown in cognitive style between groups differed by the life style. However, there is truly significance in arising interest and product adopting between those groups. Of those groups, the group of pursuing the fashion in the use of Internet, the group with three generations, and the group of taking leisure and family seriously are the most significant. Further, by using Logistic regression with Hierarchical regression method, there is significance in the process of innovation when there are differences between the life style, whether he or she is cable TV subscriber, whether he or she watches a on-line movie, channels of watching movies, the frequency of surfing the Internet, and the consideration of MOD monthly fee. In above factors, only the frequency of surfing the Internet results in the interaction effect with different life style significantly. Finally, by using the Association Rule, we analyze the TV channels association and partiality in those potential groups, and consult for offering marketing strategy.
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