台灣地區有線電視系統業者對有線電視數據機認知之研究

Abstract

台灣地區有線電視系統業者對有線電視數據機認知之研究摘要從國家資訊 通訊基礎建設架構之推動(NII)、網際網路之發展、視訊及影像處理技術 之進步，寬頻通訊網路深為大眾期待，應用有線電視數據機結合有線電視 網路連上網際網路之發展，促使有線電視數據機提供高速雙向傳輸服務之 地位備受囑目。台灣地區應用有線電視數據機上網際網路﹐經過調查研究 ﹐民眾有高度的需求﹐但較無意願自購有線電視數據機；而交通部之「有 線電視與電信網路整合先導性實驗計畫」進行至86年底﹐進展並不順利， 因此本研究目的為期了解有線電視系統業者對有線電視數據機的認知與接 受之程度及影響之因素，以供產品廠商作好行銷管理。本研究以邱福瑞( Choffray)與李連(Lilien)之購買決策過程為基礎，建構操作性架構，對 有線電視系統業者進行實證研究，探討其對產品認知與接受及影響其行為 之因素。 研究結果發現:一、 有線電視系統業者認為對產品最有效的行 銷溝通方式為：折扣/ 降價促銷、人員推銷。二、 有線電視系統業 者對有線電視數據機產品特性之認知(重視) 程度有顯著的影響：以功 能、品質及價格等變項對其影響較大。(一) 有線電視系統業者對產品功 能之重視程度依序為：規格 之互通性、隨選視訊服務、語音服務 及專線式連線服務。(二) 有線電視系統業者認為產品全年當機時間應 為:1小時以內 最多。 (三)有線電視系統業者認為合理的價格 為:1000-3000元最多。三、 環境限制因素影響有線電視系統業者對有線 電視數據機之接受程度有顯著的差異：以法規限制將解除、產品為雙向傳 輸、收入受限制､直播衛星之壓力對其影響較大。四、 組織屬性因素影 響有線電視系統業者對有線電視數據機之接受 程度有顯著的差異：已 規劃寬頻系統對其影響較大。 The promotion of Information Superhighway and the popularity of Internet have advanced the development of two-way, high speed communication media. Since that the cablemodem is one of the new high-tech communicationproducts, which gives an attractive broadband access to theInternet, and the demand of customers has been obvious for along time, so cable modem service is thus paid much attentionunder the trend of CATV & Telecom convergence. Although cable modems have exist in the market for severalyears, but only a few cable operators have carried out field trialswith these products in Taiwan. This study takes cable operatorsin Taiwan as research sample to probe into the recognition ofcable modem. The results could be used as a reference forvendors of cable modem to make plans and stratagem formarketing.The conceptual framework of this study research model isbased on the model of both J.M.Choffray and G.L.Lilien, andproceeds to an operational research model for cableoperators. This model is to analyze how they recognize the cablemodem and how they are affected in the stage ofawareness, acceptance of cable modem. The results of this research are as follows:1. Discount is the best method of promotion to affect the awareness of cable operators.2.The needs of cable operators to cable modem are :settling the standards of different cable modem specification, high quality and cheap product.3.The environmental constraints have significantly affected cable operators acceptance of cable modems are :Amending CATV & Telecommunication Acts, Setting for twoway transmission, Income Limited & Competition of DBS.4.The character of organization which has affected their acceptance of cable modems is :Deploying broadband telecommunication infrastructure.