| In the Internet time, P2P Online TV is bringing a new mode of the video. This research uses the quantitative analysis and the qualitative analysis methods to analysis audience behavior: how the students in university use and think of P2P Online TV? This research considered many aspects, just like: when did you begin to use P2P Online TV? How did you know P2P Online TV? How many P2P Online TV software in your computer? Why did you like watching P2P Online TV? When and where did you like to watch P2P Online TV? Who did you like to watch with? how many times did you watch P2P Online TV one day? How long did you watch one time?What's the fator that cause you choose or change the program and the channel? Would you like to watch many videos at the same time? Did you focus on P2P Online TV when you watched it? What's did you like to do when you watching P2P Online TV? What would you do when it was advertising time? What did you think of P2P Online TV? and questions like so on. At the last, based the audience behavior flow chart, we try to find the effective management strategy of P2P Online TV.The results of this research are the followings: (1)People to people broadcast is the main broadcasting channel. (2)The audiences of P2P Online TV have high loyalty. (3)P2P Online TV is almostly the "personal TV". (4)The content is the most important fator which lead the audience's choice. (5)The audiences like to choose the live TV when they want to watch the current affairs program. (6)The attitude of advertisement is not optimism. (7)Audience mainly watching P2P Online TV, but do many things at the same time. (8) The computer has multifunctions, which will disperse the audience's attention on P2P Online TV. (9) In the new generation of the internet, P2P Online TV is striking the old TV's status. (10) Leisure, amusement and get the message are the main fuctions of P2P Online TV. |
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