A study of the life style and the users’ desire of Web TV

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 in...

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Main Authors: Yi-Ru Chang, 張逸如
Other Authors: 作者未提供
Format: Others
Language:zh-TW
Published: 2008
Online Access:http://ndltd.ncl.edu.tw/handle/nqmxy9
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spelling ndltd-TW-096MCU053750132018-04-27T04:28:30Z http://ndltd.ncl.edu.tw/handle/nqmxy9 A study of the life style and the users’ desire of Web TV 生活型態與網路電視使用意願之研究 Yi-Ru Chang 張逸如 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. 作者未提供 莊克仁 2008 學位論文 ; thesis 88 zh-TW
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language zh-TW
format Others
sources NDLTD
description 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.
author2 作者未提供
author_facet 作者未提供
Yi-Ru Chang
張逸如
author Yi-Ru Chang
張逸如
spellingShingle Yi-Ru Chang
張逸如
A study of the life style and the users’ desire of Web TV
author_sort Yi-Ru Chang
title A study of the life style and the users’ desire of Web TV
title_short A study of the life style and the users’ desire of Web TV
title_full A study of the life style and the users’ desire of Web TV
title_fullStr A study of the life style and the users’ desire of Web TV
title_full_unstemmed A study of the life style and the users’ desire of Web TV
title_sort study of the life style and the users’ desire of web tv
publishDate 2008
url http://ndltd.ncl.edu.tw/handle/nqmxy9
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