數位電視轉換器：玻利維亞市場研究

Abstract

The transition currently occurring all over the world from analogue TV broadcasting to digital TV broadcasting has most certainly had an effect on how viewers access television content. Although this shift brings with it great potential benefits it unfortunately has also caused some detriment to the users. Amongst the most inflicting drawbacks to this new technology is the necessary investment every household should make in order to prepare themselves for the change, this is due to the fact that if they currently do not possess a TV capable of receiving digital signals they would either have to purchase a new one or opt for a DTV converter box, the latter being the more economical of both solutions. Countries with developing economies would more likely feel the pressure from this switch since most of their citizens would not have the means to purchase new TV‟s, therefore they would be presented with one option, either purchase a DTV converter box or remain excluded from the transition. This thesis embarked on a journey to determine the impact of this change and the potential market for DTV converter boxes in one of those developing economies, were the citizens would have to make this decision, Bolivia. The findings obtained by this study have determined that the influence of perceived usefulness on behavioral intention is not moderated by age so the effect is not stronger for the younger generation. The analysis also concluded that gender does have a direct negative effect on behavioral intention; this effect is stronger for females. Furthermore it was concluded that awareness plays a role of moderation. Therefore the higher the awareness in the individual the higher the positive effect on the relationship between PEOU and BI. Finally it was concluded that there is a strong positive correlation between perceived ease of use and perceived usefulness on behavioral intention. These results are intended to facilitate the market entry of DTV converter box manufacturing companies into Bolivian market, as well as ease the efforts of the government towards a full transition to digital TV broadcasting.

The transition currently occurring all over the world from analogue TV broadcasting to digital TV broadcasting has most certainly had an effect on how viewers access television content. Although this shift brings with it great potential benefits it unfortunately has also caused some detriment to the users. Amongst the most inflicting drawbacks to this new technology is the necessary investment every household should make in order to prepare themselves for the change, this is due to the fact that if they currently do not possess a TV capable of receiving digital signals they would either have to purchase a new one or opt for a DTV converter box, the latter being the more economical of both solutions. Countries with developing economies would more likely feel the pressure from this switch since most of their citizens would not have the means to purchase new TV‟s, therefore they would be presented with one option, either purchase a DTV converter box or remain excluded from the transition. This thesis embarked on a journey to determine the impact of this change and the potential market for DTV converter boxes in one of those developing economies, were the citizens would have to make this decision, Bolivia. The findings obtained by this study have determined that the influence of perceived usefulness on behavioral intention is not moderated by age so the effect is not stronger for the younger generation. The analysis also concluded that gender does have a direct negative effect on behavioral intention; this effect is stronger for females. Furthermore it was concluded that awareness plays a role of moderation. Therefore the higher the awareness in the individual the higher the positive effect on the relationship between PEOU and BI. Finally it was concluded that there is a strong positive correlation between perceived ease of use and perceived usefulness on behavioral intention. These results are intended to facilitate the market entry of DTV converter box manufacturing companies into Bolivian market, as well as ease the efforts of the government towards a full transition to digital TV broadcasting.