| 摘要: | 由於無線電視台之收視常有收訊品質差以及頻道太少等問題存在，造成大多數民眾仍選擇透過有線電視系統收看電視。長期以來有線電視業者，經由併購或自然淘汰，各區系統經營業者逐漸形成壟斷情勢。攸關民眾消費權益的問題，經常引發爭議。台灣自民國八十四年以來，雖然也有訂戶的意見調查或滿意度的相關研究，卻各有各的變項與標準。本研究檢視國內外有關有線電視訂戶滿意度的文獻後，特以有線電視消費者收視行為、有線電視節目內容、有線電視收費合理、有線電視服務品質、有線電視社區參與等五個構面，對嘉義縣轄內兩家有線電視收視戶做問卷調查，共發出問卷1500份，有效樣本1128份。由於本研究調查問卷是透過各鄉鎮市公所、地政與戶政事務所、以及各國民小學代為發放給學生家長填寫，因此，樣本遍佈嘉義縣各鄉鎮市，樣本回收率約百分之七十六點五。 本研究發現，嘉義縣轄內安裝有線電視的收視戶比例很高，普及率超過八成，可見民眾對有線電視之需求殷切。在收視行為方面：近四成民眾平均一天花3-4小時收看有線電視。尤其是政府實施頻譜重整、頻道區塊化後，就選頻道的便利性以及與之前尚未實施頻道區塊化相比較，感覺便利者超過五成，感覺不便利者不到一成，此顯示實施頻譜重整、頻道區塊化頗具成效。在節目內容滿意度方面：頻道數量、節目內容多樣性、頻道區塊化的排列方式等項目之滿意者比例比不滿意者為多，而自製頻道內容水準、廣告品質、購物頻道數量、節目的重播率、跑馬燈廣告量等項目之滿意者比例比不滿意者少了很多。在服務品質方面：就整體性來說，各項服務品質滿意者比例比不滿意者為少。在收費合理方面：對於收費上限570元此項目，收看國聲有線電視者之不接受程度顯著大於收看大揚有線電視者，至於合理收費價格及分組付費制度這二個項目，收看大揚者與收看國聲者二者未有顯著差異。在社區服務參與方面：收視戶對業者主動去瞭解客戶的需求一項目，滿意者比例比不滿意者為少。另外在有線電視數位化方面：收視戶對於是否願意數位化一項，收看大揚者與收看國聲者均偏向願意，且二者未有顯著差異；對於是否願意多付數位化設施費一項，收看大揚者與收看國聲者均偏向不願意，且二者未有顯著差異；對於是否知道2010年將全面數位化一項，收看大揚者與收看國聲者均偏向不知道，且二者未有顯著差異。 本研究調查結果，可提供政府未來有線電視輔導與管理之參考，同時也可供系統經營業者作為未來規劃經營區域行銷與服務，在頻道節目編排上的參考。
The audience chooses cable-television system rather than wireless-television one due to the shaky signal-receiving weakness and less channel choices of wireless television system. Because of the mergence and competition in market, the monopolization tendency was unavoidable in cable-television industry. The right of audience thus became a controversial issue worth noticing. Since 1995, surveys on cable-television audience satisfaction were frequently conducted based upon different evaluation standards and questionnaire variables. This research focused its analytical perspectives mainly on cable television audience behaviors, channel program contents, watching fees, service of cable television, and the community participation of cable television corporations. Kuo-Sheng Cable Corporation and Da-Yang Cable Corporation in Chia-yi county were chose as study cases in this research, with valid 1128 responding questionnaires out of total 2000 ones. The survey was conducted with assistance from township offices, household registration offices, and land offices in Chia-yi county. Elementary schools in Chy-yi county also provided these survey questionnaires to students’ parents. Therefore, the credibility of sample representation, with a return rate of 76.5 percent, was very high. This research found that popularity rate of cable-television was approximately more than 80 percent, which indicating an extremely high demand of cable programs in Chia-yi county. In audience’s behavior, one-forth of residents in Chia-yi spent 4 hours a day watching cable-television programs and had an obvious preference to their top-ten favorite channels and television programs. After the adoption of cable-television channel readjustment policy, more than half audience felt more convenient when choosing cable channels, only 10 percent audience felt inconvenient.The survey result showed that the channel-readjustment policy was very successful. In program satisfaction perspective, audience felt satisfied in the field of the number of cable channels, cable programs, and the sequence of channel while unsatisfied at program contents, cable commercial quality, numerous commercial channels, program repetition, rolling television commercials.In customer service perspective, there was still room for improvement. In watching fees perspective,the audience of Kuo-Sheng Cable Corporation obviously felt more unreasonable about the fee paid for cable channels, NT. 570 dollars per month, than those of Da-Yang did.As to the issues of reasonable fees acceptance and differentiating price-taking system,there was no obvious difference between the attitude of Kuo-Sheng’s audience as well as that of their Da-Yang counterparts. In the perspective of cable corporation community participation, audience felt unsatisfied at cable corporation’s lack initiatives in understanding customer’s demand. Finally, in cable-television digitalization perspective, both Kuo-Sheng and Da-Yang’s audiences had a negative attitude toward paying extra charges for the television digitalization system. Besides, most audience had no idea about the official policy of digitalization of cable-television system in 2010. The result of this research provided valuable information to County Government when making cable-television policies and evaluating. In addition, this research also offered suggestions to cable television corporations in their future marketing, customer services, and channel program arrangement. |
