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    政大典藏 > College of Communication > Proceedings >  Item 140.119/133255


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/133255


    Title: 台灣大學生手機電視期望價值與使用及滿足研究
    The Mobile TV’s Expected Value , Uses, and Gratifications Obtained of College Students in Taiwan
    Authors: 趙希婧
    Contributors: 傳播學院
    Keywords: 手機電視，使用行為，期望價值，獲得之滿足
    expectancy value;gratifications obtained;Mobile TV;usage behaviours
    Date: 2015-07
    Issue Date: 2020-12-22 16:27:10 (UTC+8)
    Abstract: 本研究將期望理論（expectancy theory）與使用與滿足理論（uses and gratifications）相結合，探討台灣大學生使用手機電視的原因，以及使用手機電視之後的獲得之滿足。研究者採用問卷調查法，共訪問了230名台灣大學生。研究結果發現，期望價值是預測手機電視使用行為的有力變項，而使用行為則對獲得之滿足具有顯著預測力，同時，期望價值也對獲得之滿足具有部分預測力。
    By combining expectancy theory and uses and gratifications model, this study investigates Taiwanese college students’ motivations for using mobile TV and their gratifications obtained through using mobile TV. For completing the research, a quantitative survey is conducted among 230 Taiwanese college students. The result shows that expectancy value can strongly predict mobile TV usage behaviours, which further are significantly correlated with gratifications obtained. In the meanwhile, expectancy value can also partially predict gratifications obtained.
    Relation: 2015中華傳播年會, 中華傳播學會
    Data Type: conference
    Appears in Collections:[College of Communication] Proceedings

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