- 學位論文
以方法目的鏈建構影視內容的顧客價值
Create customer value of Video content through mean-end-chains
摘要
隨著資訊科技的發展與普及，消費性電子產品Comuster electronics如智慧型手機與平板電腦的推陳出新，使得閱聽眾Audiences在欣賞影視內容video content時，不再侷限於電視收視，而能因應不同情境及需求，連結到最適的平台和裝置platform and device來觀賞影視內容，通訊與傳播產業間的界線逐漸模糊，數位匯流Digital convergence成為影視內容產業發展的未來趨勢。面對通訊傳播技術的變革、閱聽眾收視習慣的改變以及影視內容的創新，如何決定影視內容的開發方向，並研擬適當服務組合(product mix)與行銷溝通策略，是極待解決之問題。 本研究運用「方法目的鏈 (means-end-chains)」模式，就影視內容與播送平台二者，使用階梯訪談法(laddering)訪談閱聽眾，探討其所重視的產品屬性attributes與所追求的顧客價值，以瞭解閱聽大眾對影視內容的顧客價值意涵，以及選用播送平台的原因，及經由此過程所獲得之結果(consequence)與價值(value)。並以內容分析法(content analysis)與階層價值圖(Hierarchical Value Map，HVM)建構閱聽眾之「屬性－結果－價值」鏈。此外，本研究亦以結構式問卷進行閱聽眾收視行為調查，運用對應分析(correspondence analysis)探討不同區隔的閱聽眾之收視特性，並以知覺圖perceptual map呈現不同收視行為與願付月租費間的關係，以做為影視內容業者推出產品組合的策略參 研究結果發現，閱聽眾收視影視內容價值為「樂趣與享受fun and enjoyment in life」，然連結到該價值的結果與屬性則有許多不同的屬性與結果，在功能性屬性utilitarian attributes上閱聽眾較重視平台間的差異，如影片之數量與更新頻率。而歡樂hedonicand性與象徵symbolic屬性則較重視觀賞時的感受，如觀賞時是否會被中斷，觀賞後能否作為聊天時的話題。而在閱聽眾收視行為與願付月租費關係上，閱聽眾現今多為獨自觀看，且在假日時的收視時間較長的閱聽眾較之平日收視時間較長的閱聽眾願意支付較高的月租費，影視娛樂支出則以每月平均在1000元以內的受訪者為主要客群。因此，本研究建議影視產業業者應加強對個體用戶的行銷，鎖定金字塔中階層的閱聽眾為主要顧客，提供更多元的選擇爭取顧客青睞。
並列摘要
Nowadays, audiences are not limited to watch video contents through television since the development popularization of information technology such as smart phone and tablet; furthermore, audience can choose the best platform and device according to their situation and need. The boundaries between communication and media industry are no longer clear, digital convergence is becoming the future trend. Facing the change of communication media technology and audience’s viewing behavior, the most important issues is how to determine the direction of the video products development, product mix and marketing strategy. In this study, we use Mean-end-chains method to investigate our respondents. Then ladding audiences to explore the pursuit attributes and the pursuit of customer value .In order to understand the audience’s value of video content, the reason of platform chose and the consequence through this process. Then we use content analysis to create Hierarchical The Value Map. In addition, this study also conduct survey of questionnaire to test the viewing behavior through correspondence analysis to segment audiences and their perceptual map to show the relationship between viewing behavior and monthly willing pay. The results showed that the most important value is “fun and enjoyment in life”, but the value is composed of different attributes and consequences. In utilitarian attributes, audience concern more on the platform function, such as number of video content and frequency of updates. On the other hand, hedonicand and symbolic attributes, audience care more on the feeling when watching video content, such as will they be interrupted or not. As to viewing behavior and willingness to pay , audiences today are mostly likely to watch alone, and the viewing hours are longer during weekends than weekdays. Furthermore, audiences are more willing to pay higher fees during weekends, which the average is around NT$1000. Therefore, this study suggests that the film industry should strengthen the marketing of individual users and provide more options to win audience’s favor.