| Summary: | 碩士 === 國立成功大學 === 電信管理研究所 === 98 === IPTV (Internet Protocol Television) are multimedia services delivered over IP-based networks managed to support the required level of QoS. The objective of this research is to explore the subscribers’ preferences on IPTV services, using discrete choice model to figure out the premier attributes which affect subscribers to accept IPTV service and applying the experiment design in the questionnaire and Multinomial Logit (MNL) to analyze the result. The attributes of this research are basic fee per month, content, Video on Demand (VOD), High-definition TV (HDTV), additive services and promotion. The sample was collected in Tainan city and included 250 valid questionnaires and 2000 valid experiments. According to the result, it reveals that basic fee per month is significantly negative. Furthermore, content, HDTV and promotion are with significantly positive preferences for subscribers in Taiwan. However, VOD and additive services which are the unique characteristic of IPTV are not significant in the research. At last, the experience and socioeconomics are not only displayed the subscribers’ preferences of IPTV but acceptation for IPTV by using cross-analysis.
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