A Study of IPTV Consumer Behaviors --Using PPStream as an Example

• Main Authors: Yi Fang Lin, 林宜芳
• Other Authors: Mavis Tsai Ph.D
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/22c7ja

碩士 === 世新大學 === 廣播電視電影學研究所(含碩專班) === 102 === With the progress of internet technology, the internet and media convergence have become a new trend. The way the audiences watch videos could vary from watching traditional TV to internet TV. Therefore, this survey aims to understand Taiwanese audiences’ scope and behavior of using the internet TV, PPStream. My methodology is adopting the result of both quantitative research of questionnaires on the internet and qualitative research of doing focus group interview and appropriating Innovation Diffusion Theory and Uses and Gratifications Theory to inspect the audience’s motivation and behavior of using the internet and mobile device to watch PPstream the internet TV. The framework and structure of this thesis is as follows. Independent variables are demographics, behavior of media usage, and innovation characteristics respectively; dependent variables are motivations and behaviors of using PPstream the internet TV; discussions on if each variable has obvious relations with the motivation of using PPstream, behaviors of usage, and the level of satisfaction. The result of this survey indicates that the majority of users of PPstream are youngsters with higher education background. Besides, most people use computers as the device to watch PPstream; relatively fewer people use computers and mobile devices to watch PPStream alternatively; only a few people use mobile devices to watch PPstream particularly. As for the ratio of gender, the result indicates that there are more female audiences than male audiences. Also, female audiences spend longer time than that of male audiences. In the aspect of usage behavior, the result shows that male audiences are used to watching PPStream with computer, and female audiences use computers and mobile devices alternatively. The two sexes usually watch dramas, films, and animation on PPStream. After I compared questionnaire analysis and focus group interview, I found that PPStream users have high level satisfaction toward PPStream. In the meantime, in the part of personal innovation characteristics of users indicates that users with high innovation characteristics have the highest satisfaction toward PPstream usage behavior; whereas, heavy users have the highest level satisfaction toward the interface, content, and level of happiness of PPStream.