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The advent of mobile TV, in answer to the consumer’s need to watch TV anytime and anywhere, will have an impact on traditional television viewing habits. To successfully promote mobile TV, the key lies in whether consumers are willing to use the service. The present study takes mobile phone users in the greater Taipei area as a sample, and employs conjoint analysis, to investigate the relative importance and utility value of potential consumers to important product attributes of mobile TV service. By understanding consumers’ willingness to adopt a mobile TV service and their product attribute preferences, the best combination of mobile TV service product attributes can be identified, and this will serve as a reference for businesses in their future marketing strategies for product innovation.
Major research discoveries are as follows:
1.Program content is the key factor in terms of consumers’ choice of mobile TV service: according to an empirical analysis of figures, program content is the central factor in consumer satisfaction. Among all categories, program content accounts for 44.75%, outweighing the second most important factor, pricing method, by more than 15%. Therefore, we can conclude that, relatively speaking, program content is the most significant aspect in attracting consumers to use mobile TV service.
2.The best combination of product attributes in mobile TV service: program content is the most important of all the attributes. Customized program content options, fixed monthly rates, and 3G network transmission channels, are the best combination.
3.The best combination of product attributes for mobile TV service as compared with traditional TV: comparing mobile TV to traditional TV, we found that the former’s price was the consumer’s greatest concern. The combination of interactive program content options, fixed monthly rates, and 3G internet access most enhances value for consumers
Based on the above discoveries, we recommend that, when promoting mobile TV service in the future, businesses should design customized TV programs to accentuate the advantages of mobile TV service. In addition, mobile TV service providers should offer half-price discounts on prime time viewing, so that mobile TV can become a personal choice. In terms of transmission channel, providers should endeavor to develop the 3G network as an interactive platform, so that it becomes the primary choice for consumers who are turning to mobile TV service and attracts more consumers and advertisers.
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