隨著科技網路發達,數位影音漸成為未來影音娛樂的主要發展走向。本研究目的是以使用者觀點建構數位影音網站價值衡量指標以探討其重要性並比較使用者性別之差異所造成的影響。以立意抽樣的方式找到61位曾經有數位影音網站經驗的使用者,利用層級分析法分析和比較資料。研究結果將數位影音網站價值分為四個構面:心理價值、便利價值、學習價值、資訊價值,依其重要性排序分別為便利價值、資訊價值、心理價值和學習價值。本研究亦發展16項指標來加以衡量,從上述結論可發現便利價值包含即時性、方便性、客製化和節省成本,管理者可以從此構面加以改進;發展此數位影音網站價值的衡量可以提供網站管理者或相關經營者發展及資源調配的方向。
Digital video and audio have become increasingly essential media entertainment in the future for users because of internet improvement. The main purpose of this study is to prioritize and compare the value of digital media usage based on users' points of view. Purposive sampling is adopted and 61 persons are valid. Literature review and analytic hierarchy process are used for data analysis. We use analytic hierarchy process to compare the perceived differences of the value of digital media usage between male and female. According to the results, the value of digital media usage may be categorized into four dimensions: psychology, convenient, learning, and informational value. Regarding these four factors of value, there exist little gender differences. This study also provides some suggestions for the academic and the practice.
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