The Exploration of Factors Affecting Continuity Intentions of Digital Media Users

• Main Authors: Jung-Nien Wang, 王蓉年
• Other Authors: Chih-Peng Chu
• Format: Others
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/343peu

碩士 === 國立東華大學 === 國際企業學系 === 100 === The development of network changes with each passing day. When the popularity of network and the bandwidth constant growth become an outfit of surfing the Net basiclly, so the multimedia market developed vigorously. The value-added services make more and more profit for the broadband company. Because the application service items are increasing constantly, the serve providers interact with the users frequently. However, how the Internet Service Provider (ISP) uses the advantages of intergraded digital video to create the contents of values-added and different on the sale plan is a very important subject on management. The digital video is a major item in the digital content. This study will canvass marketing mix and strategy, products quality and parameters of system service by using technology get the broadband customer’s last using factor and behavioral on the on-line music hifree.」By using the convenient way of sampling which filled out and answered questions on the Internet to get 400 effective questionnaires.The conclusions show obviously (1) In the marketing 4P of the outside parameter, the products is positive effecting to the Perceived Usefulnessl ,conversely, the price, the Places and the promotions aren’t obvious results on it.(2)Information quality is positive effecting to the Perceived Usefulnessl and Perceived Ease of Use (3) Perceived Ease of Use is positive effecting on Perceived Usefulnessl (4) Perceived Ease of Use and Perceived Usefulnessl are positive effecting on satisfaction (5) Satisfaction can be improved the Continuous Using Intention. The result of study suggest that the telecommunication industry should absorb in strengthening marketing activities and products quality, extending the differences on value-added services, and then promote the customer's satisfaction, in order to set up the brand impressions and the reputations.