Since the merge of global media, the usage of digital cable is becoming popular in Taiwan. Even though the development of digital cable is difficult, the cable companies realize it is necessary to promote digital cable. Therefore, how do the companies meet the needs of the enormous cable consumers. The first steps are to understand the characteristics of earlier users, focus on target consumers and control and the opportunities of market are definitely becoming very popular topics.
This research is based on Rogers¡¦s ¡§Diffusion of Innovations Theory¡¨. It includes five types, profitability¡Bcompatibility¡Bcomplexity¡Busage¡Band observation. This research is to test whether the digital cable meets the characteristics of new technology media. It also discusses the characteristics of earlier adopters based on the change of population, socio-economic status, personality and the trend of media. At the same time, we also examine the difference of samples between 97 cable consumera and 198 non-cable consumers. This helps us to understand the innovation characteristics of earlier adopters.
From this research we will discover the similar characteristics of digital cable and other new media technologies. The early adopters except in the population variable of marriage and the personality characteristic embodiment ability, the fate idea, risk withstanding and so on three kind of special characteristics with the non- user, socio-economic status and I communication behavior special characteristic, the two has reveals the difference, therefore we can know sex, the age, the education level, the income condition and communication pathway, user level in digital cable TV uses or not the key aspect. Moreover, this study find out domestic digital cable TV or relative industry can be their promoting reference, at the same time the researcher also give them suggestion for their research and relative research in the future.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0721104-145055 |
| Date | 21 July 2004 |
| Creators | Wang, Guo-yuan |
| Contributors | Chen Hsiang, Lee Ya Ching, Chang Yue Shan |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0721104-145055 |
| Rights | off_campus_withheld, Copyright information available at source archive |
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