台灣地區有線電視系統業者經營寬頻網路業務之相關因素探討

Abstract

為了因應國內網際網路使用人口成長迅速所造成的網路牛步化，寬頻網路服務成為必然的趨勢，有線電視系統業者對此項業務的經營意願關係到未來寬頻網路市場的發展。因此，本研究針對系統業者的經營意願之相關因素進行分析，企圖找出對經營意願的影響程度具顯著差異的因素。 經由國內外文獻探討之後，本研究建據Chffray & Lillien在1978所提出的「工業市場反應模式的一般架構」建立研究架構，針對國內有線電視系統業者，以問卷方式進行調查，並進行假說的檢定 研究結果顯示：系統業者對寬頻網路業務的認知程度與「資訊來源變數及其接觸次數」有關；系統業者對寬頻網路業務的經營意願受「寬頻上網的服務特性變數」、「環境限制變數」、及「組織要求變數」的影響程度具顯著差異。 由本研究得知，有線電視系統業者對寬頻網路業務的經營意願受到各個相關因素的影響程度的差異程度，並以此結果做為未來業界推廣此項業務的具體建議，期能加速寬頻網路業務的普及。

In order to deal with the low internet speeding caused by rapid-growing of internet users in Taiwan, the broadband network service has been taken for granted. The business intention in broadband network service of the cable TV system firms has been related to the development of the broadband network market. So this research is going to analysis the relevant factors of the business intention of the cable TV system firms and trying to find the differential factors which is influencing the business intention. The structure of this research is according to Chffray& Lillien's(1978) model. The results are shown below: the degree of recognition in broadband network service of the cable TV system firms has been related to the information resources and contacting times. And the business intention of the cable TV system firms has been influenced differently by the "the broadband service characters-factors", "environment-restrictions factors", and "corporation-orders restriction". According to this research, we can propose some actual advices to the firms in promoting this service, we hope that the broadband service can be popularized as soon as better.