有線電視系統業者在電視傳播媒體的市場，已汲汲經營數年，保有市場上的優勢。如今隨著資訊與傳播科技的技術快速發展，逐漸改變了人類傳播資訊的生活方式，電信固網業者也可經由寬頻IP網路通訊技術的突破，而能夠加入電視系統市場的競爭。所以，一般收視群眾在日常生活娛樂上對於電視系統與節目觀賞的方式，也就因而有更多的選擇。 現今國人家家戶戶幾乎皆有電視設備，業者也經由電視系統的拓展，發展出無限的商機，在如此高的使用群眾當中，本研究想瞭解顧客的購買行為是否會因顧客的慣性、顧客轉換成本及業者服務型態而改變。因此，本研究將以國內有線電視系統與中華電信MOD互動電視的顧客收視群為研究對象，從顧客立場的觀點出發，探討顧客之購買意願的行為分析 研究結果發現： 有線電視系統業者，目前因顧客習慣舊有的收視方式，還保有市場優勢，若能夠依據所提供的不同節目型態而有不同收費組合以及其他功能性服務，讓民眾能有更多的自主選擇權利，相信必會提高顧客的忠誠度。 中華電信MOD互動電視顧客收視群是屬於較能夠接受新科技體驗的族群，從維護顧客自主消費與滿足顧客多元頻道內容選擇的行銷方式，的確受到不少顧客的青睞。但面對有線電視業者的既有市場，更應要從顧客的轉換成本與顧客的慣性來思考。當顧客對於自己的購買行為能夠得到回饋並享受到美好的體驗，定能激起顧客的熱切回應，而贏得顧客更高的評價。 The Cable TV system industries have been running diligently for years in television mass media market, and they have an advantageous position in the market. Because technology of information and media is growing very fast now, it changes gradually people’s lifestyle of mass media information. Telecommunication fixed-network industries can also get in the television system market through technologic breakthrough of ADSL IP and the communication of the network. So, general people have more choices of TV systems and the ways of watching programs in their daily life amusements. Most of families and households have TV equipments in the domestic now; industries create more business opportunities by development of the television system . This research is about whether customer purchasing behavior will be changed by the habits of customers, the conversion cost of customers and the type of industrial service. So , this research object is about customers of the Cable TV system industries in the domestic and of interactive TV of CHT MOD, and it also discusses customer purchasing behavior analysis from viewpoints of customers’ standpoint. The memoirs discovered that, The Cable TV system industries are still running diligently now because customers are used to the original type of watching TV. If the Cable TV system industries can provide the different expenses combination by the different program type and let customers have more self-choice right by the type of functional service , we believe that it must promote the loyalty of customers. The target customers of the interactive TV of CHT MOD accept new technology better than the ones who still watch cable TV. Indeed, CHT MOD attracts a lot of customers from its marketing strategy which can satisfy the needs of self-consumption and multiple-channel choices of customers.But when CHT MOD faces the original market of the Cable TV system industries,it must even think about the conversion cost of customers and the habits of customers.When the customers can get returns from purchase behavior and enjoy beautiful experience, CHT MOD must arouse enthusiastic response of the customers and obtain higher evaluation.
