Apply the Multinomail Logit Model to Study the Development Strategy of TV Networks in Taiwan

• Main Authors: Yu-Sheng Wang, 王祐昇
• Other Authors: Ling-Jing Kao
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/5hj694

碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 104 === TV viewers in Taiwan are the luckiest audiences because, given a fixed monthly fee, they can watch more than 200 different channels. Even though it is said to be the major cause of low TV rating and terrible program quality, many networks still utilize channel expansion as their business development strategy. To investigate the relationship between viewer loyalty and the number of channels owned by a network and whether the family network can enhance loyalty, this study analyzed the real TV viewership data provided by CCTF using multinomial logit model. The empirical result shows that, the biggest treat in Taiwan’s cable TV industry is that the audience no longer wants to turn on the TV. The audience has no loyalty to family networks. In other words, networks won’t get more attention because of the number of channels. Only good contents can enhance audience’s intention to watch TV program.