| Summary: | 碩士 === 銘傳大學 === 傳播管理研究所碩士在職專班 === 93 === With the tide of digital terrestrial TV service throughout the world , and policy to cut-off TV analoge service in many countries , a market study research shows that the next 5 years a new application device “USB PC-TV Tuner” will provide distinct, strong market growth .The long-awaited convergence of PCs with TVs is now taking shape. “PC-TV Tuners” opens up new options for consumers, The most exciting new oppertunity for USB PC-TV Tuner products will be in MediaCenter PCs, which will provide the ability to capture a TV program, digitize it, and store in on the computer’s hard disk. Although the usage of USB PC-TV Tuner has been expected to increase rapidly, the profits of USB PC-TV Tuner providers do not seem to meet their expectations. As a result, this may result from USB PC –TV Tuner users’ initial adoption behavior.
The main objective of this study is applying the data mining technology to find out the relationship between demographic compositions and consumers’ adoption of USB PC-TV Tuner. A decision tree classification rule technique is applied to discover a classification model based on the consumers’ sex, education, age ,income and innovativeness. Especially, the consumers’ innovativeness is measured by the new technology ownership.
An on-line survey was conducted in order to find more USB PC-TV TUNER users. There are 254 valid samples returned, including 53 users and 201 nonusers. The interviewees can be divided into three categories: users, potential users, and nonusers (unwilling to use).
According to the results, new technology ownership,sex and DV are factors for consumers’ adoption. To have more effective ways of marketing, providers have to make great efforts on the demographic of users and the ownership of DV for greater sales in the future.
|
|---|
