A Comparative Study Of User Behavior Between WebTV And Traditional TV

With the advent of the information era, network technology has been rapid development,the traditional television has not adapted to the audience the changing and increasing demand,network television as the Internet era emerge as the times require, network television withtelecommunication network, TV network and the advantages of the Internet, as a new modeof transmission and dissemination channel, into the the audience ’s view, change passiveviewing TV mode into a new revolution, network TV more humane embodiment of theaudience watching TV initiative and freedom, and audience can according to need at any time,at any time to stop, the audience is highly interactive and participatory traditional TVincomparable, to traditional TV has brought huge impact and influence, this paper adopts themethod of comparison study, on the television network and traditional television to audienceswatch-TV behavior research and analysis, from the audience’s viewing time and frequencyand time, viewing locations, viewing the direct motivation comparison, the content ratings,ratings state, ratings of attention, behavior, attitude toward the ad ratings with seven Research,compare, draw their own conclusions, namely network television has its own advantages,easy to use, suitable for use, easy to show, for a higher awareness of the individual, asignificant individual TV color, audience behavior have great autonomy, and has an audiencewith behavior, network television audience from the traditional television "the masses" in theseparation of fission for the various needs, demands of the focus, and even the emergence ofa number of people in the audience, based on network television and traditional televisionall-round, multi-angle comparison, specific analysis of network television and traditionaltelevision audience behavior, to demonstrate profound, thorough. In addition, the use ofliterature analysis method also enhances the argument convincing.The first chapter is the introduction, discusses the research background, including theresearch purpose and significance, research content and frame; the second part of the researchfor comprehensive exposition, including television viewing behavior research, audiencebehavior theory, the third part is the research on network TV, namely the development ofnetwork TV as well as network television, definition, present situation as well as thedefinition, characteristics; fourth part television network user behavior survey; the fifth partanalysis of survey results demonstrate, the sixth part put forward from five aspects theauthor’s conclusion and suggestion. One is to strengthen the media fusion; two is tostrengthen the marketing innovation; the three is to enhance personalized service; the four is to strengthen the promotion channels.