The handset is in the modern life individual important along with tool, Analogies is fifth media after by newspaper, broadcast, television, and network, also becomes the individual¡¦s continues screen outside the television and computer. According to the market research of investigation forecast, to 2010 year's end, the whole world will have 1.2 hundred million above handsets users receive mobile TV service which clearly approve the great future development of " the mobile TV ". However, the population of mobile TV users in Taiwan have not increased as the calculation because of the costly charge . Thus it is important for the mobile TV industry to seriously consider the issue.
This paper focus on the mobile TV users . Base on the theory of¡§Uses and Gratification¡¨ , I want to understand what are the motives of the audience of mobile TV and how the motives of mobile TV audience affect their watching behavior .The mobile TV service does not like the traditional television application, so I consider that situation factors may affect the relation of motives and watching behavior.
This research adopts questionnaire survey method to collect sample information and the research targets are users of mobile TV . The study finds that the main motives of mobile TV viewers are ¡uinformation searching ¡vand¡uentertainment or pastime¡v.The result of viewing motivations have significant differences between their viewing behaviors, and parts of situation factors have significant differences between the motivations and viewing behaviors¡C
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0213108-163043 |
| Date | 13 February 2008 |
| Creators | Li, Ya-Hui |
| Contributors | Kuang-Wu Koai, Yue-Shan Chang, Ting-Peng Liang |
| 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-0213108-163043 |
| Rights | not_available, Copyright information available at source archive |
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