An Extended Technology Acceptance Model Analysis of the Intention Adopting Digital Cable Television Multi-screen Sharing Services

• Main Authors: CHARLES CHENG, 鄭介宇
• Other Authors: Chen Jiun Ting
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/36267979804538200848

碩士 === 世新大學 === 傳播匯流與創新管理數位學習碩專班 === 102 === Abstract With the approval of “Digital Convergent Development Program (2010-2015), 2nd revision” in May, 2012, television digitalization progress has been included in one of the seven major developments, with declaration of achieving the goal of total cable television digitalization by the year of 2014. Since then, most of the television companies start promoting at their best and continue with the digitalization progress. However, the consumers did not experience the efforts of the government and the television companies. In contrast, with the situation of the prevalence of Internet and the increase of bandwidth, the consumers tend to use other terminal devices to watch online videos, including the usage of smartphones, tablets, laptops and PCs, known as multi screen usages. A new content consuming mode has been promoting with the smart mobile terminal devices of five years ago. To adapt to the transforming market, all of the content channels providers and multi system operators devoted in renewing the facilities, introducing online video services to provide the customers advanced functions in order to satisfy the mobile device users. For example, the multi screen service “HomePlay” of Kbro, allows users to watch cable television programs via smartphones and tablets, while different television programs are available on each devices. Multi screen services are thriving in foreign countries, and the television companies obtain personal real time information and entertaining contents via Internet. Slingbox is one of the multi screen services. Dish Network displayed their latest set top box at the 2013 CES. Two key functions were added, one is the built in Slingbox technology chip that allow consumers to connect their home television via Internet; and the second is that users are allowed to encode the video from their DVR into sharable format and be transported to their phones or tablets for watching. Regarding those mentioned above, the influence of the rapid growth of smart mobile terminal devices towards the using behaviors of digital cable television users is what we intended to reveal. With the example of Slingbox multi screen application, the interactions and using behaviors between digital cable television companies and multi screen users was studied by Technology Acceptance Model（TAM） research of the degree of acceptability of the multi screen digital cable television sharing services, in order to analyze the differences between “at home” and “out-of-home” audience behaviors, And the use of Internet questionnaires to collect data, a total of 203 valid samples obtained through data analysis results show that, in addition to demographic variables, perceived usefulness for no significant differences, significant differences associated with the remaining variables Jie, while limitations of the study and put forward proposals to provide a reference for future research. Keyword: digital cable television, multi screen sharing, TAM, Slingbox