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https://ah.lib.nccu.edu.tw/handle/140.119/62261
題名: | Using Rogers` diffusion of innovation model to examine the willingness to pay for public television in Taiwan | 作者: | 劉幼琍 Liu, Yu-li |
貢獻者: | 廣電系 | 日期: | 五月-2013 | 上傳時間: | 6-十二月-2013 | 摘要: | This study adopts Rogers`s diffusion of innovation model to examine the factors affecting the willingness of the Taiwanese to pay a license fee to watch public television. A telephone survey was used, and 506 valid questionnaires were obtained, representing a response rate of 58.6%. The data analysis showed that most findings of this study were not congruent with the prediction of Rogers`s model, indicating that the Taiwanese do not consider paying a license fee a feasible means to support public television. However, this study found that the frequency of public television viewing was the most powerful factor positively affecting people`s intention to pay for public television. | 關聯: | International Journal on Media Management, 15(2),99-118 | 資料類型: | article | DOI: | http://dx.doi.org/10.1080/14241277.2013.775576 |
Appears in Collections: | 期刊論文 |
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