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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 任立中(Li-Chung Jen) | |
dc.contributor.author | Jih-Kun Chen | en |
dc.contributor.author | 陳日堃 | zh_TW |
dc.date.accessioned | 2021-06-08T03:03:01Z | - |
dc.date.copyright | 2018-03-02 | |
dc.date.issued | 2017 | |
dc.date.submitted | 2017-07-17 | |
dc.identifier.citation | 中文部分
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Rao (1971),” Conjoint Measurement for Quantifying Judgement Data ”. Journal of Marketing Research, Vol.8, pp.335-63 36. Shocker, Allan D. and Barton Weitz (1988), “A Perspective on Brand Equity Principles and Issues”, Defining, Measuring, and Managing Brand Equity, Report Na. 88-104. 37. Stobart, P.(1989),”Alternative Methods of Brand Valuation”, In: J. Murphy, ed., Brand Valuation: Establishing a True and Fair View, London: The Interbrand Group. 38. Simon, Carol J, and Mary W.Sullivan(1993), “The Measurement and Determinants of Brand Equity: A Financial Approach”, Marketing Science, 12, Winter, 28-52. 39. Simon, Carol J. and Mary W. Sullivan (1993), 'The measurement and determinants of brand equity: A financial approach,' Marketing Science, 12 (1), 28-52. | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/20777 | - |
dc.description.abstract | 21 世紀,一個不斷有新媒體出現衝撞眼球的世紀,網路的普及、新興資 訊技術融入娛樂生活與多屏時代的來臨,全球之娛樂媒體面臨新媒體的衝擊。 Cisco 思科之網路預估報告提供一些有趣的數字,2021 年連網裝置將是全球人 口的三倍,全球影片流量較 2016 年會成長三倍,同時直播串流影片將佔 13%的 網路影片流量。新媒體與串流產業的加入,已然成為不可逆的趨勢,這個趨勢 帶給了觀眾許多娛樂的新選擇與內容使我們的娛樂生活更加豐富,然而也帶給 傳統媒體前所未見的壓力,與激增在 OTT 線上串流產業中已是一片紅海的競爭 程度。對於傳統媒體與線上串流影劇平台業者至關重要的係掌握並創造競爭優 勢,因此本研究期待能透過研究相關的產品屬性,以帶出如何改善現有服務的 解套方案。
本研究期望能了解與分析影響消費者選擇平台服務的產品屬性與特色, 分析使消費者在已知產品屬性偏好進行排序,嘗試找出關鍵產品特色 。本研究透過產業背景與文獻回顧規劃研究方向,藉由詳讀產業背景、品牌權 益與研究方法讓本研究更為聚焦。本研究主要採取聯合分析法,運用該研究方 法研究人員可以獲得消費者心中對於產品屬性的真正想法,並且可以進行排序, 嘗試找出對於消費者而言最關鍵的產品屬性。本研究另採取要素分析法嘗試萃 取出提供消費者分類與動機的構面,未來可運用於行銷活動與產品開發面向, 以精進現有的服務內容。最後,本研究期待能線上串流平台業者最佳的服務屬 性組合之結果與建議 ,同時探究並提供打造線上串流平台服務之最適偏好的屬 性組合,幫助現有之平台業者達成優化使用者體驗與創造競爭優勢。 | zh_TW |
dc.description.abstract | In 21 century, an eyeball-shocking era, with the pervasiveness of the Internet, new information technology combining with our entertainment, and a multiscreen era, the entertainment industry and media industry are facing incoming impact of new media. According to the report of Cisco, it gives some interesting numbers. In 2021, devices connecting to internet will triple the population of the world. At the same time, the streaming of the video will grow threefold, and the live streaming will account for 13% of the Internet video traffic. New streaming media is an irreversible trend, and bring new options for us while posting threat to traditional media as well as new OTT and online-streaming company.
This research aims at understanding and analyzing what consumers care when they are choosing a video-streaming service while figuring out the key product attribute. Through reviewing researches and methodologies in this field, this research gained a more focus look into the problems. This research mainly adopted Conjoint Analysis, and researchers can use this method to comprehensively learn what consumer really take into consideration in mind when they are choosing the platforms. Secondly, this research also offers a situational element based on Factor Analysis. In sum, this research’s value is in offering product attributes that can be put in to practical practice and situational factors that give a different view into bettering product discovery and user experience. | en |
dc.description.provenance | Made available in DSpace on 2021-06-08T03:03:01Z (GMT). No. of bitstreams: 1 ntu-106-R04724042-1.pdf: 1043234 bytes, checksum: 146516dda50b7fcbb300417a218708e7 (MD5) Previous issue date: 2017 | en |
dc.description.tableofcontents | 口試委員會審定書 I
誌謝 II 摘要 III Abstract IV 目錄 V 表目錄 VII 圖目錄 VIII 第一章. 緒論 1 第一節、 研究動機 1 第二節、 研究背景 2 第三節、 研究目的 4 第二章. 文獻探討 5 第一節、 品牌與品牌權益 5 第二節、 研究方法 12 第三章. 研究方法 15 第一節、 聯合分析法 15 第二節、 研究範圍 20 第四章. 資料分析 21 第一節、 樣本結構分析 21 第二節、 聯合分析法結果分析 25 第三節、 聯合分析法之人口統計變數-年齡 28 第四節、 聯合分析法之使用習慣變數 – 每月平均費用 29 第五節、 要素分析法結果分析 31 第五章. 研究結論與建議 35 第一節、 聯合分析法之發現 35 第二節、 要素分析法之發現 37 第三節、 研究限制與未來建議 37 參考文獻 38 附錄:正式問卷 43 | |
dc.language.iso | zh-TW | |
dc.title | 以聯合分析法探討消費者屬性偏好之最佳組合-以線上影劇串流產業為例 | zh_TW |
dc.title | An Application of Conjoint Analysis to The Optimal Combination of Consumers Attribute Preference —A Case Study of Video Streaming Industry in Taiwan | en |
dc.type | Thesis | |
dc.date.schoolyear | 105-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 田寒光,劉秀雯 | |
dc.subject.keyword | OTT 產業,串流平台,影劇平台,影劇產業, | zh_TW |
dc.subject.keyword | Over the Top,Streaming Platform,Video-streaming Platform,Media Industry, | en |
dc.relation.page | 54 | |
dc.identifier.doi | 10.6342/NTU201701559 | |
dc.rights.note | 未授權 | |
dc.date.accepted | 2017-07-17 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
顯示於系所單位: | 國際企業學系 |
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