| Summary: | 碩士 === 世新大學 === 傳播匯流與創新管理數位學習碩專班 === 102 === Abstract
Statistical data of Q4 2013 from the National Communications Commission (NCC) shows that only 46% of nation-wide cable television had been digitalized, proving that the total digitalization of cable television still has room for growth. Fully digitalizing cable will not only provide better quality for the viewers, but will also become a significant indicator of advancements in Taiwan’s communication and cable television industries. The essential factor in completely digitalizing Taiwan is understanding consumer behavior regarding the installation of the “set-top box.”
This research analyzes the adoptive behaviors of cable television digitalization users through the “Technology Acceptance Model” (TAM) in order to determine the key factors that “influence the adoptive behaviors of cable television digitalization users”. Data was gathered through an online questionnaire. The online questionnaire was made, distributed and recycled via the representative Internet samples of the market research company. A total of 187 questionnaires were valid. The results show that the average scores of the four aspects of the “Cognition Attributes of Innovation” scale have a highly positive correlation with perceived usefulness, perceived ease of use and willingness to adopt, which are the three aspects of the “Technology Acceptance Model”.
These findings suggest that cable television service providers need to provide a variety of digital content services, simplify digital set top box operation, and offer more free trials of the related cable television digitalization products in order to promote cable television digitalization.
Keyword: cable television digitalization, NCC, prevalence of digitalized cable television
|
|---|
