How Consumer's knowledge and innovationess correlate with Digital TV set-top box adoption

• Main Authors: Shu-ching Lin, 林淑卿
• Other Authors: Mei-Ying Tsai
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/92862259150576893136

碩士 === 世新大學 === 廣播電視電影學研究所(含碩專班) === 94 === This study mainly discuses how consumer's knowledge and innovationess correlate with Digital TV set-top box adoption. This research combines network questionnaire and qualitative research , granting the questionnaire from December 20, 2005 till March 06, 2006, taking 3 months and 16 days, receiving 1265 questionnaires. After rejecting those with incomplete answers, mistakes and those of uplicate, 1167 effective questionnaire were analysed. The result of study finds the higher the level of the consumer's product knowledge and innovationess is, the higher the will of adopting Digital TV set-top box gets. Summarizing the discovery of this research, persons who adopt Digital TV set-top boxes in early timing are: 1, male; 2, the highly-educated; 3, the one with relatively high social status; 4, the one with high disposable income; 7, relatively active to ask information; 8, using network frequently; 9, owning high-tech products and relatively more knowledge about them. In addition, the use of analogue TV, network, high-tech products can have influence on consumers’ Digital TV set-top box adoption, too.