| There are 0.457 billion network users in China by December 2010, the Network, as a communication media, is gradually affecting and changing people's everyday life. The rapid development of Internet makes every type of traditional media experiencing unprecedented challenge, meanwhile, the appear of Internet produces many new communication model, such as Web TV. The Web TV is a combination of network and TV, it provides online motion picture and sound through the Internet, and it's a brand new way of media transmission. From the end of 20 century to today, in as short as 10 years, the Web TV has been accepted by more and more people through it's interactivity, selectivity and highly personalized service, the Web TV has developed so fast worldwide. In order to know the usage of the Web TV users, study factors that affects user's selection of the Web TV providers, this article uses American researcher Rogers' theory of creative spread as the base, through practice, to describe the structure of the Web TV user groups, and establish the behavior model of the Web TV users.This article is split into 6 chapters, the first chapter, Introduction, puts research background, research object, research purpose and research method in order. Through the analysis of the worldwide status of the Web TV, to establish the research of the Web TV users' behavior, and in the practice process, use the papers, questionnaire, and comparative analysis to complete the research.Chapter 2 studies the development route or the Web TV, focusing on the development of the Web TV in China. Start with explanation of the concept of the Web TV, and then analysis the development process of the Web TV, this part is expanded based on three important phases of the Web TV in China, and finally, analyze the five creative attributes from the theory of creative spread.Chapter 3 discusses the audience of the Web TV, start from the concept and characteristics of the Web TV audience, to conclude three behaviors of the Web TV audience, in order to establish the behavior model for the Web TV users.Chapter 4 uses questionnaires to study the behaviors of the Web TV audience, this part explains the framework, sampling, and data analysis of the questionnaires, and the three crucial issues this questionnaires focused on, e.g., describe the users'behavior characteristics, establish users'behavior model, and reveal users'preference in the future, which are also the main purpose of this study.Chapter 5, through the analysis of the questionnaire, to expand the research of the Web TV users'behavior attributes to the following three aspects. The first aspect is the analysis of the structure attribute, the second is the analysis of the selection attribute, and the third is the analysis of the process attribute. Overall, the writer of this paper classifies the behavior attributes into personal attributes and creative attributes. Personal attributes include sex, age, identity, education, and financial situations, creative attributes include richness of the program, definition, fluency, user interface, pop-ups, pop-up duration, and the update frequency of the program. This study discovers that, from the personal attributes, users tend to be younger, combined with the creative attributes, most users are either highly educated, or students, or skilled group.Chapter 6 conclude the research result, combined with the data of this research, the writer gives 4 realistic suggestions:(1)focusing on the content to integrate with other medias; (2)creative marketing and discover advertising model;(3)enhance personalization, improve servicing functions;(4)pay attention to pass from mouth to mouth, develop multi-channel spreading.General speaking, the Web TV is not only a new way of TV broadcasting for us, it also has a great potential, hopefully this article, as described by the writer, can help decision makers to know more about the behavior of users of the Web TV, and to promote the development of the Web TV in the future. |
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