Title

智慧電視擴散因素之探勘-AHP應用.

Translated Titles

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

DOI

10.6841/NTUT.2014.00118

Authors

姜玟求

Key Words

智慧電視 ; 擴散因素 ; AHP應用 ; Digital TV transition ; AHP model ; Smart TV ; Smart TV diffusion factors

PublicationName

臺北科技大學管理國際學生碩士專班 (IMBA)學位論文

Volume or Term/Year and Month of Publication

2014年

Academic Degree Category

碩士

Advisor

邱志洲

Content Language

英文

Chinese Abstract

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%.

English Abstract

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%.

Topic Category 管理學院 > 管理國際學生碩士專班 (IMBA)
社會科學 > 管理學
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Times Cited
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