From Consumers' Perspective to Investigate Factors of Innovation Resistance in Adopt of Digital Cable Television

• Main Authors: Pei-Wei Yang, 楊培偉
• Other Authors: Po-Chung Chuang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/68007475453683671577

碩士 === 中國文化大學 === 資訊傳播學系 === 98 === Since the global integrated media was a key trend, the usage of digital cable TV has become popular in Taiwan. The cable TV companies in Taiwan realize that it is difficult to develop the digital cable TV, but they still have to do. Therefore, it’s important for the cable TV companies how to offer most users their needs. First, the way that they should understand is why users resist the digital cable TV. Promoting the digital cable TV to users has been a very attractive event. In this research, we analyzed the digital cable TV services as a case study by “Innovation Resistance” theme to discuss the reason why users resist the innovation of digital cable TV. The conclusion of this research reveals that the four factors, value barrier, risk barrier, tradition barrier and image barrier are affected by innovation resistance. And, this research provides some suggestions for government and enterprise. The results may contribute to the digital cable TV development, and offer adapted strategies and increase the digital cable TV users in Taiwan.