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研究生： 邱凡魁
Chiou, Fan-Kuei
論文名稱： 應用技術接受模式探討IPTV服務使用者滿意度程度-以台灣網路電視經驗為例
Perspectives from Technology Acceptance Model on Consumers’ Adoption of IPTV Service: An Empirical Research in Taiwan
指導教授： 呂執中
Lyu, Jr-Jung
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所碩士在職專班
Institute of International Management (IIMBA--Master)(on the job class)
論文出版年： 2010
畢業學年度： 98
語文別： 英文
論文頁數： 65
中文關鍵詞： 網路電視 、科技接受模式 、客戶的觀點 、客戶滿意度
外文關鍵詞： IPTV, TAM, Customer Perspective, Customer Satisfaction
相關次數： 點閱：138  下載：1 
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    • 整合性網路多媒體電視服務，正在迅速在世界各地發展。這些技術已經改變傳統電視市場提供了一個廣泛的整合性服務。本研究採用的科技接受模型概念，分析當前網路電視使用的客戶需求.了解客戶是否接受網路電視新服務，並結合其他收集的意見，並了解他們目前的狀況。過去文獻研究顯示兩個最重要就是網路電視內容和服務。本研究延伸過去的研究，經過研究過程中，確定其他會影響網路電視客戶滿意度的因素，進而了解客戶需求與滿意度。

    The converged services of television and internet – or internet protocol television (IPTV), is being rapidly developed around the world. These digital technologies have changed the TV markets by providing a wide diffusion of convergent services. This research uses the technology acceptance model (TAM) conceptual framework to analyze current IPTV users’ customer demands.Individuals’ responses to questions about whether they accept IPTV services are collected and combined with observations of their current status. Some literature shows IPTVs two most important aspects from the customer’s perspective are content and services, where certain factors affect customers’ intention to repurchase. This research extends previous research by studying an adjusted TAM to determine what influences IPTV customers’ satisfaction with IPTV.

    ACKNOWLEDGEMENTS I ABSTRACT II TABLE OF CONTENTS III LIST OF TABLES VII LIST OF FIGURES VIII CHAPTER ONE INTRODUCTION 1 1.1 Research Background and Motivation. 1 1.2 Research Purpose. 2 1.3 Structure of the Research. 2 1.4 The Scope of Study. 3 1.5 Research Procedure. 4 CHAPTER TWO LITERATURE REVIEW 6 2.1 Introduction to IPTV. 6 2.1.1 IPTV – What It Is and How It Works. 6 2.1.2 Types of IPTV Services. 8 2.2 Characteristics of IPTV Services. 9 2.2.1 IPTV Industry Value Chain. 9 2.2.2 Necessity of Multicasting for IPTV Service. 9 2.3 Technologies for IPTV. 10 2.4 The IPTV Industry. 11 2.4.1 IPTV Status Globally 11 2.4.2 IPTV’s Status in Taiwan. 11 2.5 Technology Acceptance Model. 15 2.5.1 Introduction of the Technology Acceptance Model. 15 2.5.2 TAM and IPTV 18 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 19 3.1 The Research Structure. 19 3.2 Research Hypotheses. 20 3.2.1 Perceived Content Quality. 20 3.2.2 Perceived System Quality. 21 3.2.3 Perceived Usefulness. 21 3.2.4 Perceived Ease of Use. 22 3.2.5 Customer Satisfaction and Behavior Intention to Adopt Convergence Technologies. 23 3.2.6 Perceive Cost Level. 24 3.3 Measurement Development. 25 3.4 Questionnaire Design. 26 3.5 Data Collection and Sampling. 27 3.6 Data Analysis Methods. 27 3.6.1 Descriptive Statistic Analysis. 27 3.6.2 Regression Analysis. 27 3.6.3 Analysis of Variance (ANOVA). 28 CHAPTER FOUR RESEARCH RESULTS 30 4.1 Basic Information Analysis. 30 4.2 Results of Hypotheses. 32 4.2.1 Relationship between Perceived Content Quality and Perceived Usefulness of IPTV. 34 4.2.2 Relationship between Perceived System Quality and Perceived Usefulness. 34 4.2.3 Relationship between Perceived System Quality and Perceived Ease of Use. 35 4.2.4 Relationship between Perceived Usefulness and Attitude toward IPTV. 36 4.2.5 Relationship between Perceived Ease of Use and Perceived Usefulness of IPTV 36 4.2.6 Relationship between Perceived Ease of Use and Attitude toward IPTV. 36 4.2.7 Relationship between Attitude toward IPTV and Intention to use IPTV. 37 4.2.8 Relationship between Behavior Intention and Customer Satisfaction with IPTV 37 4.2.9 Relationship between Cost Level and Satisfaction with IPTV. 38 4.3 ANOVA Results. 38 4.4 Reliability Results……………………………………………………….…42 4.5 SEM Results………………………………………………………………..44 CHAPTER FIVE CONCLUSION AND SUGGESTIONS 46 5.1 Conclusion. 47 5.2 Managerial Implications. 48 5.3 Limitation and directions for Future Researches. 50 REFERENCES 50 APPENDICES 54 Appendix 1: The English Questionnaire 54 Appendix B: The Chinese Questionnaire 56 Appendix C: Summary of Construct Items from the Related Literature 60

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