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    Title: 電視上網服務偏好之研究 : 以中華電信MOD員工客戶為例
    Other Titles: Consumers preference of the internet services on television : case study of Chunghwa Telecom MOD services
    Authors: 簡志豪;Chien, Chih-Hao
    Contributors: 淡江大學資訊管理學系碩士在職專班
    黃明達;Hwang, Ming-Dar
    Keywords: 電視上網;TV Internet Services;多媒體隨選(MOD);消費者偏好;Multimedia on Demand (MOD);Consumers Preference
    Date: 2011
    Issue Date: 2011-12-28 18:31:12 (UTC+8)
    Abstract: 近年全球盛行結合電視與網際網路兩者的數位匯流型態。中華電信2004 年於推出MOD(Multimedia on Demand)服務以來面臨有線電視業者掌握多數節目內容資源的困境,為提高MOD用戶數成長及使用率,除了努力取得其他替代節目內容來源外,更積極推出多種電視加值服務。
    因此,本研究以問卷調查MOD客戶的電視上網服務偏好情形,研究結果顯示個案公司在發展電視加值服務-「電視上網」時,可優先聚焦發展前3名的電視上網服務,依序為「查詢即時資訊」、「線上影音」、「進行數位學習」,也進一步分析找出對前3名電視上網服務有高偏好度之客戶屬性特質作為目標客戶群,有助於個案公司制定策略發展符合目標客戶群需求的即時資訊、線上影音、數位學習課程,同時經分析發現搜尋/瀏覽網頁、收發EMAIL高居客戶最常上網活動的第1、2名,但電視上網偏好排名僅得第6、12名,推估可能原因為電視操作體驗不若像電腦有鍵盤、滑鼠般方便操作,個案公司可發展提供更好的操作體驗方式,增進客戶改用MOD電視上網搜尋/瀏覽網頁、收發EMAIL的意願。研究結果能夠讓個案及產業界對電視上網服務的導入及推動方向更明確且有所參考依據。
    Recent years, digital convergence type of combining TV and Internet has been prevailing worldwide. In order to cope with the dire straits that majority of content resources are controlled by cable operators, Chunghwa Telecom launched Multimedia on Demand (MOD) service in 2004. For the purpose of promoting MOD subscribers and their usage rate, Chunghwa Telecom has been not only striving for obtaining alternative sources of program contents, but also proactively launching a variety of value-added TV services.
    Therefore, this study used questionnaires to investigate service preferences of MOD subscribers while accessing Internet through TV network. The study result shows that, in developing TV Value-Added Services, i.e., “Internet Access via TV”, the case company can focus on promoting three top-priority Internet Access via TV services, namely in sequence “online on-demand information applications”, “online video applications” and “online e-learning applications”. Through further analysis, this study also identified attributes and characteristics of subscribers with high preference for top three TV Internet services. These subscribers could be used as a target customer base to help the case company in formulating strategies and developing on-demand information contents, online video contents and digital e-learning courses consistent with the needs of target customer group. The analysis also found that Webpage searching/browsing and E-mail sending & receiving are customers’ first and second highest common online activities, while preferences of Internet Access via TV are only ranked at sixth, twelfth positions. It is speculated that operating experience might be the potential reason. A TV is not like a computer, which can be easily operated by using keyboard and mouse. The case company may develop and provide a way of achieving better operating experience, such that to increase subscriber’s willingness of using MOD TV instead of a computer to search/browse WebPages and send & receive E-mails in Internet.
    The result of this study allows the case company and industry to be able more clearly in the directions of introducing and promoting Internet Access via TV services, and serves as some reference points.
    Appears in Collections:[資訊管理學系暨研究所] 學位論文

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