| 摘要: | 從二十世紀初電視機誕生到二十世紀末電腦普及化，乃至今日人手擁有一機行動裝置，甚至多種行動裝置；網路的演進也從撥接發展到現在的光纖，行動通訊從單純的語音進步到上網，資訊科技日新月異下，同時也扭轉不同時代消費者行為與生活模式。網路普及化使得台灣民眾對媒介使用習慣也日漸改變，行動通訊與行動裝置的快速發展，增加二十一世紀人類對行動網路的黏著程度，開始動搖傳統影音媒介的地位。因此行動裝置以及影音內容、平台對收視行為的影響，是值得更進一步去探討的問題。
本研究目的主要探討與瞭解使用者在行動裝置、行動通訊及影音平台快速發展的現在，行動裝置以及影音內容對收視行為的影響，研究採取問卷方式，問卷發放收集期間為2017年1月16日至2017年3月10日，共收集到365份，問卷針對行動裝置上影音使用進行了解，經檢定後發現，行動裝置的類型、數量，行動影音APP以及行動上網的費用，會在收視行為的收視時間與內容有所差異。
本研究以行動裝置中的智慧型手機與平板為主，瞭解使用者在行動裝置上對影音的收視情況，將所得之結果加以歸納與分析，由檢定結果可發現，行動裝置的類型、數量，行動影音APP以及行動上網的費用，確實在收視行為的收視時間與內容方面有顯著差異；而2016年被稱為台灣OTT元年，數位影音的蓬勃發展，也使得影音平台如雨後春筍般出現，並以國外知名影音平台愛奇藝及Netflix進行施測，了解影音平台的收視行為。藉此找出收視使用者的需求，對行銷、廣告，乃至於影音相關內容，能在有限的資源中，做有效的規劃、配置。並且從中分析、瞭解人口變項在行動裝置及影音平台與收視行為上的關係，提供給影音內容與影音平台等媒體經營者、電信業者以及廣告業者等等相關業者一個參考的方向，進行決策判斷。
From the beginning of the twentieth century to the end of the twentieth century, the popularity of computers, and even today, people has a mobile device, and even a variety of mobile devices. The evolution of the network accompany with technology with each passing day, technology also reverses consumer behavior or lifestyle under different generation. In Taiwan, the popularity of internet has gradually changed the people's habits of media use. Besides, the rapid development of mobile communication and mobile devices increases the adhesion of human beings to mobile networks in the twenty-first century. Therefore, it worth discussing the impact of mobile devices, video content and platform on viewing behavior.
2016 is known as the first year of Taiwan OTT and the video platform also springs up like mushrooms. Hence, the principal objective of this study is to discuss the impact of mobile devices and video content on viewing behavior. This study adopts question-naire approach to process investigation which collects 365 data from January 16, 2017 to March 10, 2017. The study aimed to investigate smartphone as well as tablet and an-alyzed the impact on viewing behavior via mobile device. Moreover, the study tries to make out and interpret the viewing behavior of video platform based on analyzing and examining the well-known video platform, Netflix and iQiyi. The result shows that the type, quantity of the mobile device, APP, and the cost of mobile internet are significant differentially in the viewing time and content of the viewing behavior.
This study could not only observe the needs of user by means of summarizing and analyzing the result, but also use the effective planning and configuration on marketing, advertising and even video-related content under the limited resources. It is also ex-pected to know the relationship between demographic variables and mobile device, video platform, viewing behavior, to provide the relevant industry a reference direction or decision-making. |
