| Summary: | 碩士 === 南台科技大學 === 資訊傳播系 === 98 === Mobile TV is a kind of application for watching TV on mobile phone or other mobile devices through the wireless communication technology. In the past, the development of mobile TV were limited by the wireless network technolgoy. So far as it goes, the the accessibility to 3G wireless network is high enough, especially in Taiwan, which enable users watching mobile TV programs smoothly. The feature of portability of moible TV encourages more applications on mobile TV. Therefore, mobile TV operators should consider to it’s business model, which distinguish from that of traditional TV.
However, until now, there is no Mobile TV business model discussed. And there has been no thoery that focused on the value creation of Mobile TV.
The purpose of this study in to research on the core value of Mobile TV through investigating consumer’s perspectives. The results of this study provides a basis for Mobile TV operators to develop appropriate business models. Therefore, this study applied three times of focus group interviews for the first phase, investigating consumers’ perspectives for the values of Mobile TV. 32 values were disscussed during the focus group interviews. For the second phases, questionnaires were used to investigate the most important values of Mobile TV by using Likert scaless. 332 of effective responses were collected from the questionnaires. The SPSS statistical software package was conducted as an analysing tool to find out important values of mobile TV and their relative importance.
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