A study of Taiwan cable TV viewers' willingness to accept the tiering system

為探討台灣有線電視收視戶對「分級付費制度」之接受意願，本文參考相關文獻，建立台灣有線電視收視戶對「分級付費制度」接受意願的邏輯式模型（logit model），並採用中央通訊社於2000年8月針對台灣有線電視收視戶進行電話訪查之調查資料進行實證分析，先以圖表進行交叉分析，再進行邏輯式迴歸分析，探討消費者人口統計變數（如性別、教育程度等）、收視行為資料（如每日收看有線電視時數、最常收看頻道數等）對「分級付費制度」接受意願之影響程度。依實證結果，男性、教育程度較高、年齡較大、每日收看有線電視時數較低、收看頻道數目較少及目前繳交有線電視費用較高之收視戶，較有意願接受「分級付費制度」。To analyze Taiwan cable TV viewers’ willingness to accept the tiering system, this study first attempts to build a theoretical model of cable TV viewers’ willingness to accept the tiering system based on prior related researches. Secondly, this study applies the logit model to estimate cable TV viewers’ willingness to accept the tiering system based on Central News Agency (CNA) 2000 survey data of cable TV viewers. The empirical results show that male viewers are more willing to accept the tiering system than female. Besides, age, education and current monthly cable TV fee have significantly positive impact on cable TV viewers’ willingness to accept the tiering system while daily watching hours and the number of channels viewed have significantly negative impacts