台灣家庭生活型態與IPTV發展之研究

A Study of Family Life Styles and IPTV Market Development in Taiwan

劉懿慧(I-HUI LIU)

指導教授 ： 林賜德

中原大學/商學院/企業管理研究所/碩士(2010年)

https://doi.org/10.6840/cycu201000831

摘要

在數位匯流科技的演進下，IPTV (Internet Protocol Television)的發展提供電信業者及有線電視業者突破傳統經營規模的一項新契機，也提供消費者一項新的收視工具選擇。但面對來勢洶洶的新媒體技術IPTV，一般閱聽眾是否願意接受新的科技服務，則為本研究探討的目的，本研究對桃園區居民採便利抽樣方式進行問卷調查，在蒐集資料後予以統計分析，調查閱聽眾對IPTV之接受度，透過生活型態理論將生活型態區分為12個構面因素並加上人口統計變數來瞭解閱聽眾對IPTV使用意願、VOD付費意願及對IPTV互動功能之偏好關聯性。期能給予提供IPTV服務的業者在行銷活動上提供參考資料，並透過瞭解消費者行為後在未來提供IPTV互動服務的內容上能更貼近消費者，以提高IPTV的用戶開機使用率，加速台灣IPTV用戶的成長率及市場佔有率。
本研究結果為：（1）『時尚、享受型』的消費者在使用IPTV意願因素上有顯著的相關，其他因素則並未有顯著關聯。（2）在VOD付費意願上僅『時尚、享受型』、『經濟實務型』及『追求資訊型』有顯著關聯性。（3）除了『電視上網』、『用遙控器進行電視購物』及『益智節目Live互動』三項互動服務功能與生活型態12個因素構面完全無關聯性外，其他互動功能與生活型態因素構面均有相關。（4）在人口統計變數上除了『職業』與IPTV使用意願具有關聯性外，其他變數對IPTV使用意願並無明顯相關。（5）在VOD付費意願上只有『所得』變數及『家中有幼兒人口』有顯著關聯性外，其他人口統計變數對VOD付費意願並無明顯相關。（6）除了『家庭結構』與『住屋形式』兩項變數在IPTV互動服務需求偏好上完全無顯著關聯外，其他人口統計變數與互動功能均具有顯著關聯性。

關鍵字

IPTV ； VOD ； 生活型態 ； MOD（Multimedia on Demand）

並列摘要

Under the fast progress of the digit technology, IPTV(Internet Protocol Television) offers the telecommunication industry and cable TV industry a great opportunity to break the traditional business scale, also offer consumers a new path for receiving TV channels. But facing the strong competition from new technological IPTV of media , how much the general consumers would like to accept the new scientific technological service, it would be the main purpose of this research. This research adopts the convenient way of sampling and carries on questionnaire investigation to residents of Tao Yuan area, give statistical analysis after collecting live search information, it is to research the audiences’ acceptance rate in IPTV. The research is made through dividing the life style into 12 groups, and in addition, demographic parameters through the living type understands that how much the reading audiences are willing to use IPTV, the willing to charge VOD , and how much it effects the preference of IPTV inter-dynamic functions. This research is to offer the IPTV service industry the reference material for sales promotion, Through the understanding of consumers’ behavior to offer the IPTV interactive service industry to offer a better service which is close to the consumer’s requirements. Hence the rate of IPTV utilization can be increased. This will speed up the IPTV users’ increasing rate and occupation rate in the market of Taiwan.
The results of this research are:(1)The consumers of ‘FASHION, ENJOY’ style showed the obvious relation to the willing in using IPTV, other factors have not shown the relation.(2)Only the group of ‘FASHION, ENJOY’ style, ‘ECONOMIC’ style and ‘SEARCHING NEW TECHNOLOGY’ style showed the willing on paying VOD.(3)Except the following three functions of ‘TV NET SURFING’, ‘TV SHOPPING’ s and ‘LIVE NTERACTIVE INTELLIGENCE SHOWS’ are not influences to the 12 life styles group, the other inter-dynamic functions and the life style have shown the relation.(4)Research on the population, only the ‘OCCUPTION’ is related to the willing of using IPTV. The other factors will not obviously relevant to IPTV.(5)‘Income’ and ‘Numbers of Infant in the house’ obviously related to the willing of paying VOD, the other issues are not obviously relevant.(6) Except ‘FAMILY STRUCTURE’ and ‘HOUSE STYLE’ two parameters is not showing any relation to the preference of IPTV interactive service, the demographic arameter and inter-dynamic function showed the obvious relation.

並列關鍵字

MOD（Multimedia on Demand） ； VOD ； IPTV ； Life styles

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