淡江大學機構典藏:Item 987654321/114388
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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/114388


    Title: 收視電視劇的態度、體驗價值與行動裝置收視行為意圖之關係 : 以沉浸體驗為干擾變項
    Other Titles: The relationships among attitude, experiential value and behavior intention of watching TV programs from mobile devices : flow experience as moderator
    Authors: 張谷合;Chang, Ku-Ho
    Contributors: 淡江大學企業管理學系碩士在職專班
    黃曼琴
    Keywords: Consumer Attitude;Experiential Value;Flow Experience;沉浸體驗;態度;體驗價值
    Date: 2017
    Issue Date: 2018-08-03 14:50:55 (UTC+8)
    Abstract: 愛立信消費者行為研究室最新的「2016年電視與媒體消費趨勢報告」指出以行動裝置觀看電視與影片的趨勢正展現出強勁的成長。在台灣，從2013年到2016年，透過固定裝置和行動裝置觀看電視與影片的比例也從60/40轉為約50/50。每週以行動裝置觀賞電視與影片的時間比例增加了32%，而以固定裝置觀賞的時間比例則是減少16%。
    本研究將以計劃行為理論為基礎，欲探討消費者對用行動裝置收視電視劇的態度、體驗價值、沉浸體驗及行為意圖之間的關係，此外，並探討沉浸體驗對於消費者使用行動裝置收視電視劇的態度及體驗價值是否有影響行為意圖。本研究之結果可提供後續電視頻道業者用來打造行動優先的服務、內容以及策略。
    根據設立的研究假設，從問卷樣本回收後取得資料，以SPSS統計分析軟體進行統計分析，研究結果發現:
    1、消費者對電視劇的態度會影響其手機收視電視劇之行為意圖。
    2、消費者對電視劇的體驗價值對手機收視電視劇的行為意圖有正向影響。
    3、沉浸體驗與態度及體驗價值交互作用下對消費者手機收視行為意圖並無干擾效果。
    Ericsson Consumer Lab''s latest "TV and media 2016" pointed out that total TV and video viewing time increases through massive growth in mobile viewing. In Taiwan, from 2013 to 2016, the proportion of watching TV and movies through fixed and mobile devices changed from 60/40 to 50/50. The time of weekly mobile viewing increased by 32%, but the time of watching TV and movies on fixed devices decreased by 16%.
    This study will be based on the theory of planned behavior to examine the relationships among consumer attitude, experiential value, flow experience, and behavior intention of mobile viewing. In addition, this study analyses the effect of flow experience on the customer’s behavior by intention consumer attitude and experiential value by mobile viewing. The results of this study could help cable TV operator to create a priority mobile service, content, and strategy in the future.
    Use the SPSS statistical analysis software to analyze the questionnaire data of the study assumption, and the findings of the study are as the followings:
    1. Consumer attitude for TV program will influence their behavior intention of mobile viewing.
    2. The consumer experiential value of viewing TV program will have positive influence for their behavior intention of mobile viewing.
    3. There is no interference effect for their behavior intention of mobile viewing under the interaction of consumer attitude, experiential value, and flow experience.
    Appears in Collections:[Graduate Institute & Department of Business Administration] Thesis

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