運用資料採礦技術於創新服務MOD採用之研究

Apply Data Mining Techniques on MOD Adoption

資訊科技、電信通訊與傳播媒體產業在技術創新與政府撤銷管制等因素的驅動之下，形成數位匯流。近年來，我國在此環境下創造出一項創新的服務─互動電視。本研究以中華電信MOD為標的，運用資料採礦相關演算法探討創新服務的採用和消費者之生活型態、收視相關行為及對創新產品屬性考量間之關係，並進一步探討收視行為及對產品屬性的不同考量是否對不同生活型態分群之採用意願具干擾效果。經實證發現，不同生活型態分群消費者在MOD的知曉度上沒有顯著差異，但在興趣程度及採用意願上有顯著差異，其中以網路時髦族群、三代同堂族群及休閒流行家庭族群明顯較具採用意願。進一步以羅吉斯迴歸分析，發現生活型態、家中有無第4台、曾經看線上付費影片否、看電影之管道、上網頻率和對MOD產品的月費考量程度，對MOD的採用意願有顯著的相關，唯干擾效果僅在上網頻率上影響不同生活型態族群對MOD的採用。最後，以關聯法則分析探討具潛力的生活型態分群對頻道組合之偏好，以提供業者行銷參考。

Driven by IT innovation and government policy, the IT, telecommunications and mass media industry has formed so-called “Digital Convergence”. Therefore, the interactive TV service is innovated in Taiwan in recent years. This research regards MOD as the target, which is the product of Chunghwa Telecom Company, and uses the data mining method to analyze the relations between: process of innovation adoption, life style, consumers’ usage behavior and product’s attributes. From the empirical case, no significance has been shown in cognitive between groups differed by the life style. However, there is truly significance in arising interest and product adopting between those groups. Of those groups, the group of pursuing the fashion in the use of Internet, the group with three generations, and the group of taking leisure and family seriously are the most significant. Further, by using Logistic regression, there is significance in the process of innovation when there is differences between the life style, whether she is cable TV subscriber, whether watch a on-line movie, channels of watching movies, the frequency of surfing the Internet, and the consideration of MOD monthly fee. In above factors, only the frequency of surfing the Internet results in the interaction effect with different life style significantly. Finally, by using the Association Rule, we analyze the TV channels association and partiality in those potential groups, and consult for offering marketing strategy.