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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/129318

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/129318

Title:	Competitions between OTT TV platforms and traditional television in Taiwan: A Niche analysis
Authors:	陳憶寧 Chen, Yi-NingKatherine
Contributors:	廣告系
Keywords:	Niche theory;OTT TV Traditional TV;Viewing behavior
Date:	2018-10
Issue Date:	2020-04-20 14:46:51 (UTC+8)
Abstract:	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.
Relation:	Telecommunication Policy,
Data Type:	article
DOI:	10.1016/j.telpol.2018.10.006
Appears in Collections:	[廣告學系] 期刊論文

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