The Impact of Program Attributes on the Viewing Decision of Digital Cable TV Viewers:a Study of Political Talk Show in Taiwan

• Main Authors: WU, DONG-YING, 吳東螢
• Other Authors: KAO, LING-JING
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/g2kwgj

碩士 === 國立臺北科技大學 === 經營管理系 === 107 === Digital cable TV becomes diversified nowadays. In order to discuss what kind of topics would be the most popular and attract more audience, the type of political talk show is one of TV programs. Thus, the program should choose the suitable attributes to its viewers and make them want to keep watching the program. The method of the study is binary logit regression model. To analysis discrete viewing data, we infer the variables which have influence on viewer decision through Bayesian Statistic. For overall, the issue variables and guest variables both have strong influence on viewing decision. It also confirms that the guests and issues attributes have impact on political talk show.