| dc.contributor | 廣告系 | |
| dc.creator (作者) | 陳憶寧 | |
| dc.creator (作者) | Chen, Yi-NingKatherine | |
| dc.date (日期) | 2018-10 | |
| dc.date.accessioned | 20-Apr-2020 14:46:51 (UTC+8) | - |
| dc.date.available | 20-Apr-2020 14:46:51 (UTC+8) | - |
| dc.date.issued (上傳時間) | 20-Apr-2020 14:46:51 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/129318 | - |
| dc.description.abstract (摘要) | This study examines how OTT TV and cable TV compete in Taiwan through an online survey conducted in March 2016 that collected a total of 620 qualified responses. In terms of niche breadth, our findings indicate that OTT TV scores higher than traditional TV for all seven dimensions, with the greatest difference manifesting in the dimension of convenience. For the niche overlap, results show that OTT TV and traditional TV share a high level of similarity on amusement and ease of use. Overall, OTT TV`s competitive superiority surpasses that of traditional TV in all dimensions. Finally, in light of program types, news, movies, and sports effectively predict users` gratification with cable TV, whereas dramas and movies are predictive of users` gratification with OTT TV. Implications for research and practices are discussed herein. | |
| dc.format.extent | 452446 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | Telecommunication Policy, | |
| dc.subject (關鍵詞) | Niche theory ; OTT TV Traditional TV ; Viewing behavior | |
| dc.title (題名) | Competitions between OTT TV platforms and traditional television in Taiwan: A Niche analysis | |
| dc.type (資料類型) | article | |
| dc.identifier.doi (DOI) | 10.1016/j.telpol.2018.10.006 | |
