User Preferences of On-demand Programs on Internet Protocol Television

• Main Author: 李佳郡
• Other Authors: 王健華
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/51370464359063580423

碩士 === 國立臺灣師範大學 === 圖文傳播學系 === 102 === Because of the prevailing of ADSL in Taiwan and the advancement of digital technology, IPTV has gradually developed and changed the traditional mode of TV watching from passively accepting the given content to actively choosing the preferred content via the Internet TV service.In regard to the trend of digitalization in the media industry, the audience’s requests on channels and program contents are increasing, and their time of viewing divided. This has also increased competition in the market of media. Thus,service providers must satisfy the audience by means of investigating their demands and preferences more thoroughly. The audience measurement in current media market primarily focuses on direct viewing service, and lacks reference data of IPTV VOD viewing. Moreover, according to former studies, the VOD audience’s viewing behavior differs significantly from those of direct viewing. Consequently, there is an emergent need for researches to particularly investigate the IPTV users’ preference of VOD programs viewing. With examples mainly taken from Chunghwa MOD, the most representative MOD platform user in Taiwan, this paper aims at investigating the way how different variables—the users’ gender, age, and motive of viewing influence the IPTV users’ preference on VOD viewing. Uses and Gratifications theory is used to study the interconnection between motives of viewing, program genre preference, and viewing satisfaction. The questionnaire method is applied in the investigation. The study results show that users of different gender and age demonstrate significant differences in IPTV VOD program genre preference. The motive of viewing IPTV VOD is also related to preferences of program genre. Furthermore, motive of viewing indirectly influence users’ satisfaction on IPTV VOD. The theoretical frame of Uses and Gratifications is proven by the results.