Inferring the Service Design and Marketing Strategy of Digital Television Value-Added Services from User Behavior of Smart Mobile Device Apps

• Main Authors: Fu-Han Chang, 張富涵
• Other Authors: Ling-Jing Kao
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/takp2h

碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 101 === After near two decade advocacy, the adoption rate of digital television value-added services remains slow. The key to accelerate consumer adoption is to design value-added service according to customer demand and preference. However, collecting these customers’ data is extremely difficult because only few customers actually ever used digital television value-added service and they are scattered in the market. To solve this problem, this research applied the theory of technology clustering and the structural equation modeling to investigate if user behavior of smart mobile device apps can be used to infer the service design and marketing strategy of digital television value-added services in a survey study. The result shows that, except television instant news and information service, user behavior of smart mobile device apps has positive influence on consumer demand for digital television value-added services. This result suggests that users of smart mobile device apps are the potential target market of digital television value-added services. The similarity and differences between smart mobile device and digital television can be used to design digital television apps and its market development strategy.