Anywhere？A Study on Mobile Devices Adoption Intention-Take Instant News and Sports Event as an Example

• Main Authors: Chien-mei Kao, 高千媚
• Other Authors: Chien-chou Su
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/2bdaz8

碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 100 === The competition of News TV in Taiwan is fierce. The population of Taiwan is 22 milion There are nine 24-hours Cable New TV in Taiwan, which population is only 22 million. Besides, there are also 2,137 newspapers, 1,746 news agencies and 7,544 magazines. In this way, the media ecosystem in Taiwan is fierce. In order to get revenue of advertisement in fierce media ecosystem in Taiwan, every News TV pursue ‘the eyes of audiences’ hard In addition to appearing of mobile devices, audiences receve instant news in varing devices and use context ex.MRT, outdoors. Therefore, facing the appearance of mobile devices, advertisers and relative news practitioners want deeply to get audiences preferences ex.what contexts or devices do they prefer to receive instant news? Each year there are rich advertisement budgets in Sports advertisement. According to the survey report of IEG, it indicates that the amount of golabal sports sponsorship in 2010 is 46.3 US billion. The markets is big. In Taiwan, with the concern of sports event ex. Chien-Ming Wang(王建民), Jeremy Lin(林書豪) and Yani Tseng(曾雅妮), advertisers invested rich money in sports event. Chunghwa Telecom(中華電信) webcast Jeremy Lin’ NBA sports event and the rating grows 40 times. It shows the high concern of sports event in Taiwan. However, related study doesn’t explore what audience characteristics prefer using what devices and contexts when they receive instant news and sports events. Therefore, this article explores it and the relationship between context and devices. Further, this study also discusses the possible marketing strategies.