The Analysis Of Users’ Interest In Video On Demand (VOD) of Cable TV

• Main Authors: CHANG SHU PING, 張淑屏
• Other Authors: HUNG YUAN LIN
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/81003015044229181562

碩士 === 世新大學 === 傳播匯流與創新管理數位學習碩專班 === 102 === The government has been actively promoting the policies for TV digitization. In 2012, the wireless digital television signal conversion was completed, following the same implement in cable TV scheduled in 2016. Digital TV supports multicasting programs, variety of services; moreover, it features interaction to allow consumers select the program or service desired. However, due to lack of knowledge or other factors, the majority of consumers reluctant to utilize the additional functions, such as video on demand. Even the industry has been releasing benefiting concessions trying to catch public attention. This report is to study and analyze above mentioned digital TV market. TAM technique is adopted to extend the Relative Advantage, Compatibility, Trialability and Observability of this report. Adding external variables such as “Cost of Use”, medium consumer behavioral and demographic variables into the questionnaire, a survey was conducted to collect consumer interest and user habit data. The data thereafter was used to interpret each variable for consumer use VOD intent to influence behavior, to provide industry reference when develop business strategies and future direction. It is shown in this report that innovative cognitive attributes cable VOD has a significant impact on the intention of use. The “Perceived usefulness”, “Perceived ease of use” and consumers has showed a positive relationship between the use and the will. Look forward to the results of this study may provide consisting reference academics, consumers and industry.