| 摘要: | 三網融合的雲端電視（以5TV系列為例），在技術上有相當大的突破，在平台上有相當顯著的創新，而需消費者改變其使用習慣。根據產品生命週期模型及創新擴散理論，先期使用者的經驗，影響大眾對產品的接受度，自然也就影響業者的市佔率，可說是兵家必爭之地。從消費者的角度來說，對於創新產品最主要的困擾是改變使用習慣；而科技接受模型告訴我們，知覺價值和易用性影響他們使用的意願。綜合言之，這項資訊科技創新的擴散關鍵就在先期消費者的使用經驗。因此，本研究針對這項產品消費者的收視行為、知覺價值、滿意度與忠誠度之關係，進行檢測。 研究對象為全臺灣使用5TV系列之閱聽人。採用問卷調查法，分網路問卷及紙本問卷兩項。網路問卷收到93份；紙本問卷發放250份，回收150份，有效樣本137份，合計有效樣本為230份。以描述性統計、獨立樣本T檢定、單因子變異數分析、迴歸分析、徑路分析等統計方法，進行資料處理、分析與假設檢驗。 研究結果發現，人口變數對於滿意度及忠誠度沒有形成顯著差異；收視途徑不同（以電視、電腦或手機收看）、收視偏好不同及使用時間長短會影響使用者之滿意度；消費者對內容、操作、服務及價格，均甚滿意，知覺價值與滿意度的相關係數達0.869，而知覺價值會透過滿意度影響忠誠度（滿意度與忠誠度相關係數達0.835）。因此，如何增進消費者對收視帶來的價值之體認，實為行銷之重點。而知覺價值亦非常數，那些因素影響其改變值得關注。
The digital convergence of cloud TV （a case study of 5TV series）, technically there is considerable breakthrough, on the platform there is quite a significant innovation, and need consumers to change their use habits. According to product life cycle model and innovation diffusion theory, early adopters experience, influence public acceptance of the product, automatically Impact of the industry's market share, Can be said to a place contested by all strategists. From the consumer's point of view, innovative products for the most important problems is to change habits, The Technology Acceptance Model tells us perceived value and ease of use will affect their willingness. In summary, the information technology innovation diffusion key depend on early adopters experience. Therefore, in this study, for the products consumer viewing behavior, perceived value, satisfaction and loyalty, the relationship between detection. Research subjects is in Taiwan using 5TV series users. Using questionnaire survey method, divided into internet questionnaire and paper questionnaire. Internet questionnaire received 93 copies, paper questionnaire send out 250 copies, 150 copies of the recovery, 137 valid samples, total 230 valid samples. Use descriptive statistics, independent-samples t-test, one-way ANOVA, regression analysis, path analysis statistical methods conduct data processing, analysis and hypothesis testing. The results of this study found, demographic variables for satisfaction and loyalty do not form a significant difference. Different viewing platforms （the use of television, computers and mobile phones to watch） ,different viewing preferences and the length of time has been used will affect the user's satisfaction. Consumer for content, operation, service and price are very satisfied, the correlation coefficient perceived value and satisfaction reached 0.869, the perceived value will affect loyalty through satisfaction （Satisfaction and loyalty correlation coefficient of 0.835）. So how to enhance the consumer viewing brings realize the value of, it is the focus of marketing. The Perceived Value is not a constant, what factors affect change worth concern. |
