王健華李佳郡2019-09-04不公開2019-09-042014http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22GN0099723104%22.&%22.id.&http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/99663隨著台灣寬頻網際網路的普及，以及數位技術進步所趨，逐漸促成了IPTV的發展，傳統的電視收看方式已由使用者被動接收內容，轉變為使用者自主選擇內容的網路電視服務模式。而在媒體產業數位化的趨勢下，頻道的節目內容需求量更多，閱聽人收看時間越趨分解，媒體市場更為競爭，因此，必須對於使用者的收視需求及收視偏好有更精準的了解，才能真正滿足其收視所需。 目前媒體市場上的收視調查主要皆針對直播內容提供收視服務，缺乏IPTV隨選視訊市場之收視數據參考，且根據調查資料顯示，隨選視訊收視選擇行為與直播收視行為有所差異，因此實有針對IPTV使用者進行隨選視訊收視節目類型偏好研究之需求。 因此，本研究針對台灣目前最具代表性之中華電信MOD使用者進行研究，試圖從使用者的性別、年齡，以及收視動機，來探討這些因素對於使用者在IPTV隨選視訊節目類型偏好程度上的差異，並運用使用與滿足理論探究收視動機、節目類型偏好程度與收視滿意度之間的關聯性。研究方法採問卷調查法進行調查，研究結果顯示，不同性別及年齡之使用者對於IPTV隨選視訊節目類型偏好程度有顯著差異，且IPTV隨選視訊的收視動機，與不同節目類型的偏好程度亦有相關性，收視動機間接影響使用者對於IPTV隨選視訊的收視滿意度，符合使用與滿足之理論架構。Because of the prevailing of ADSL in Taiwan and the advancement of digital technology, IPTV has gradually developed and changed the traditional mode of TV watching from passively accepting the given content to actively choosing the preferred content via the Internet TV service.In regard to the trend of digitalization in the media industry, the audience’s requests on channels and program contents are increasing, and their time of viewing divided. This has also increased competition in the market of media. Thus,service providers must satisfy the audience by means of investigating their demands and preferences more thoroughly. The audience measurement in current media market primarily focuses on direct viewing service, and lacks reference data of IPTV VOD viewing. Moreover, according to former studies, the VOD audience’s viewing behavior differs significantly from those of direct viewing. Consequently, there is an emergent need for researches to particularly investigate the IPTV users’ preference of VOD programs viewing. With examples mainly taken from Chunghwa MOD, the most representative MOD platform user in Taiwan, this paper aims at investigating the way how different variables—the users’ gender, age, and motive of viewing influence the IPTV users’ preference on VOD viewing. Uses and Gratifications theory is used to study the interconnection between motives of viewing, program genre preference, and viewing satisfaction. The questionnaire method is applied in the investigation. The study results show that users of different gender and age demonstrate significant differences in IPTV VOD program genre preference. The motive of viewing IPTV VOD is also related to preferences of program genre. Furthermore, motive of viewing indirectly influence users’ satisfaction on IPTV VOD. The theoretical frame of Uses and Gratifications is proven by the results.IPTV (網際網路協定電視)隨選視訊(VOD)節目類型收視行為IPTVVODprogram genreviewing behavior