智慧電視擴散因素之探勘-AHP應用.

Applying AHP Approach in Exploring the Diffusion Factors of Smart TV in Taiwan.

姜玟求(Min-Goo Kang)

指導教授 ： 邱志洲

國立臺北科技大學/管理學院/管理國際學生碩士專班 (IMBA)/碩士(2014年)

https://doi.org/10.6841/NTUT.2014.00118

摘要

This study explores and describes factors influencing diffusion of smart TV in Taiwan. The analogue signal cannot be credibly switched off until most viewers have migrated to digital. In order to accelerate the development of smart television industry in Taiwan, this research will approach the AHP analysis through price, function, promotion, and substitutability in Taiwanese consumer perspective. The price criteria would include: TV sets, applications, and accessories. The function criteria would include user interface, interactive function, variety of App, cloud system, and broadcasting. The marketing would include exhibition, buzz marketing, media, and telecommunication Company. The substitutability would include internet television, smart stick, PC, and set-up box. For this research, eleven experts were responded via questionnaire and the data gathered were analyzed by Expert Choice 2000 program. The results show that price is the most critical factor among 4 criteria, receiving 45%. The other criteria like function, product substitutability, and promotion scored 35%, 13%, and 7%. For detail sub-criteria result, it shows that Smart TV set price was the most important factor with 20%, game and multimedia streaming function placed second with 12.7%.

關鍵字

智慧電視 ； 擴散因素 ； AHP應用

並列摘要

This study explores and describes factors influencing diffusion of smart TV in Taiwan. The analogue signal cannot be credibly switched off until most viewers have migrated to digital. In order to accelerate the development of smart television industry in Taiwan, this research will approach the AHP analysis through price, function, promotion, and substitutability in Taiwanese consumer perspective. The price criteria would include: TV sets, applications, and accessories. The function criteria would include user interface, interactive function, variety of App, cloud system, and broadcasting. The marketing would include exhibition, buzz marketing, media, and telecommunication Company. The substitutability would include internet television, smart stick, PC, and set-up box. For this research, eleven experts were responded via questionnaire and the data gathered were analyzed by Expert Choice 2000 program. The results show that price is the most critical factor among 4 criteria, receiving 45%. The other criteria like function, product substitutability, and promotion scored 35%, 13%, and 7%. For detail sub-criteria result, it shows that Smart TV set price was the most important factor with 20%, game and multimedia streaming function placed second with 12.7%.

並列關鍵字

Digital TV transition ； AHP model ； Smart TV ； Smart TV diffusion factors

參考文獻

21. Neng-Rong Tu, A thesis Submitted to Graduate Institute Radio, Television and Film, Master Thesis, Shih Hsin University, Taipei, Taiwan, 2005.

30. JongYoon Lee., A Study on Acceptance Factors of Smart TV, Master thesis, Hankuk University of Foreign Studies, Korea, 2012.

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