| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 104 === Confronted with the era of Internet, what kind of points that the users based on to choose DVDs from this multi-selection market. It is very important to keep DVDs existing in this market with its unique value.
The core of this research based on long-tail theory, plus uses and gratifications theory、perceive value、collection and promotion, I use these five concepts to design the following questions:1.How the Internet affect these DVD users’ behavior and thought? 2. How the Internet affect the DVDs’ market and promotion tactics? 3. DVD could be a long-tail market under the era of Internet? And by interviewing the users face to face to explore these questions.
I got a conclusion that DVDs give the users not including quantity’s stability but also the feeling of safety, the pleasure they have about the process to get DVDs more than they should pay for it. The internet seems like replace DVDs’ market, but according to this research, it can support another invisible and unlimited selling environment. It’s easy to search everything by internet, and similarly can increase the chance to sell DVDs. Time will replace the old product to a new one, but only with it’s own un-replaced value cause the product get into the long-tail market.
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