A Case Study on Digital Convergence of Cloud TV and Consumer Reactions

• Main Authors: Chia-Hong Liu, 劉珈宏
• Other Authors: Rurng-Shueei Wahn
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/99710205135106387618

碩士 === 南華大學 === 文化創意事業管理學系文創行銷碩士班 === 103 === 　　The digital convergence of cloud TV （a case study of 5TV series）, technically there is considerable breakthrough, on the platform there is quite a significant innovation, and need consumers to change their use habits. According to product life cycle model and innovation diffusion theory, early adopters experience, influence public acceptance of the product, automatically Impact of the industry's market share, Can be said to a place contested by all strategists. From the consumer's point of view, innovative products for the most important problems is to change habits, The Technology Acceptance Model tells us perceived value and ease of use will affect their willingness. In summary, the information technology innovation diffusion key depend on early adopters experience. Therefore, in this study, for the products consumer viewing behavior, perceived value, satisfaction and loyalty, the relationship between detection. 　　Research subjects is in Taiwan using 5TV series users. Using questionnaire survey method, divided into internet questionnaire and paper questionnaire. Internet questionnaire received 93 copies, paper questionnaire send out 250 copies, 150 copies of the recovery, 137 valid samples, total 230 valid samples. Use descriptive statistics, independent-samples t-test, one-way ANOVA, regression analysis, path analysis statistical methods conduct data processing, analysis and hypothesis testing. 　　The results of this study found, demographic variables for satisfaction and loyalty do not form a significant difference. Different viewing platforms （the use of television, computers and mobile phones to watch） ,different viewing preferences and the length of time has been used will affect the user's satisfaction. Consumer for content, operation, service and price are very satisfied, the correlation coefficient perceived value and satisfaction reached 0.869, the perceived value will affect loyalty through satisfaction （Satisfaction and loyalty correlation coefficient of 0.835）. So how to enhance the consumer viewing brings realize the value of, it is the focus of marketing. The Perceived Value is not a constant, what factors affect change worth concern.