論內容、通路與訂價之適配-以行動電視服務為例

中文摘要行動電視(Mobile TV)的問世，因應消費者隨時隨地收看電視的需求，將衝擊原有傳統收看電視的習性；行動電視服務要成功，最重要的關鍵在於消費者的採用意願。本研究以大台北地區有使用行動電話之消費者為研究對象，透過聯合分析法(Conjoint Analysis)來探討潛在消費者對行動電視服務重要產品屬性間的相對重要性及效用值。藉以瞭解潛在消費者對行動電視服務之採用意願及屬性間的偏好程度，進而找出未來行動電視服務最適配之產品屬性組合，提供給業者未來在制定創新產品之市場行銷策略參考。主要的研究結論: 一、在相對性中節目內容是吸引消費者採用行動電視服務最主要的關鍵因素:根據實證分析數字看出節目內容這個項目在消費者滿意度上重要性佔最高比例，高居44.75%，遙遙領先第二項目的計價方式，之間相差15%以上，故在相對性中節目內容是吸引消費者採用行動電視服務最主要的關鍵因素。二、探討行動電視服務消費者採用最適配的產品屬性組合:在屬性中節目內容服務是最受重視，而在節目內容中以客製化選項、計價方式中以包月制選項及傳輸通路中以3G網路選項最能提昇消費者價值效果。三、與傳統電視比較後，探討行動電視服務最適配的產品屬性組合:與傳統電視比較後，以計價方式服務是消費者最在意的選項，而在節目內容中以即時性選項、計價方式中以包月制選項及傳輸通路中以3G網路選項，是最適配的產品屬性組合。基於以上的研究結果，建議相關業者未來在推動行動電視服務時，在節目內容方面應規劃客製化節目內容，才能突顯出行動電視服務相對利益的特性；另針對傳統電視八點檔黃金時段期間收看行動電視節目採半價優惠折扣，使行動電視成為八點檔黃金時段另一個人化的選擇；在傳輸通路方面設法發揮3G網路互動平台特性進而成為消費者進入行動電視服務領域首選，較能吸引更多消費者的採用及廣告主的加入。

關鍵字

行動電視；聯合分析法； 3G ； DVB-H ；創新產品

並列摘要

The advent of mobile TV, in answer to the consumer’s need to watch TV anytime and anywhere, will have an impact on traditional television viewing habits. To successfully promote mobile TV, the key lies in whether consumers are willing to use the service. The present study takes mobile phone users in the greater Taipei area as a sample, and employs conjoint analysis, to investigate the relative importance and utility value of potential consumers to important product attributes of mobile TV service. By understanding consumers’ willingness to adopt a mobile TV service and their product attribute preferences, the best combination of mobile TV service product attributes can be identified, and this will serve as a reference for businesses in their future marketing strategies for product innovation. Major research discoveries are as follows: 1.Program content is the key factor in terms of consumers’ choice of mobile TV service: according to an empirical analysis of figures, program content is the central factor in consumer satisfaction. Among all categories, program content accounts for 44.75%, outweighing the second most important factor, pricing method, by more than 15%. Therefore, we can conclude that, relatively speaking, program content is the most significant aspect in attracting consumers to use mobile TV service. 2.The best combination of product attributes in mobile TV service: program content is the most important of all the attributes. Customized program content options, fixed monthly rates, and 3G network transmission channels, are the best combination. 3.The best combination of product attributes for mobile TV service as compared with traditional TV: comparing mobile TV to traditional TV, we found that the former’s price was the consumer’s greatest concern. The combination of interactive program content options, fixed monthly rates, and 3G internet access most enhances value for consumers Based on the above discoveries, we recommend that, when promoting mobile TV service in the future, businesses should design customized TV programs to accentuate the advantages of mobile TV service. In addition, mobile TV service providers should offer half-price discounts on prime time viewing, so that mobile TV can become a personal choice. In terms of transmission channel, providers should endeavor to develop the 3G network as an interactive platform, so that it becomes the primary choice for consumers who are turning to mobile TV service and attracts more consumers and advertisers.