| Summary: | 碩士 === 銘傳大學 === 傳播管理研究所碩士班 === 96 === Due to the convergence of the mass media，it is a very important tendency of the development of the Web TV. Meanwhile the exploiting of potential users of the Web TV will be very more critical for the Web TV operators in the future. For this reason, this study intends to investigate potential users of the Web TV by using internet questionnaires. It is my hope that the finding of this study could give a reference for the Web TV operators.
The purpose of this research is to understand the users’ desire and their difference in using the Web TV. The following three topics in this study will be discussed and analyzed in this report. First of all, what are the characteristics of the life style for the Web TV users, non-users and potential users? Secondly, what’s the difference of the Web TV users’ willing among different life style groups? Thirdly, what’s the difference of the Web TV users’ behaviors among different life-style groups?
In this research, I have divided the target users into four member groups according to their unique life style characteristics; they are including ” the lohas elites group”, “the modern domesticity group”, “ the scrimp girls group” and “ the healthy citizens group ”. The research data shows “the healthy citizens group” members are largest potential users.
Finally, this study has proposed some suggestions as the guideline reference for the popularization of the Web TV. One of the suggestions is to improve the program content quality of the Web TV consistently for the Web TV operators.
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