智慧電視擴散因素之探勘-AHP應用.

姜玟求

doi:10.6841/NTUT.2014.00118

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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 , Masters　　Advisor：邱志洲　　

英文 DOI： 10.6841/NTUT.2014.00118

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

Abstract │ Reference (38) │ Times Cited (1) │ Altmetrics

Abstract 〈TOP〉

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%.

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Reference ( 38 ) 〈TOP〉

1. Atkin, D.J., “Adoption of cable amidst a multimedia environment,” Telematics and Informatics, vol. 10, no. 1, 1993, pp.51–58.
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2. Atkin, D.J., “Audio information services and the electronic media environment,” The Information Society, vol. no. 11, 1995, pp.75–83.
連結：
3. Atkin, D., LaRose, R., “Profiling call-in poll users,” Journal of Broadcasting & Electronic Media, vol. 38, no. 2, 1994, pp.217–227.
連結：
4. Atkin, D.J., Neuendorf, K., Jeffres, L.W., Skalski, P., “Predictors of audience interest in adopting digital television,” Journal of Media Economics, vol. 16, no. 3, 2003, pp.159–173.
連結：
5. Chang et al, “Exploring factors affecting the adoption and continuance of online games among college students in South Korea: integrating uses and gratification and diffusion of innovation approaches,” New Media & Society, vol. 8, no. 2, 2006, pp.295–319.
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Times Cited (1) 〈TOP〉

周玲慧(2015)。層級分析法於空軍志願役人員留營成效之探討。虎尾科技大學工業工程與管理研究所在職專班學位論文。2015。1-64。

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