論文要旨
The determinant factors to the cable TV subscription was studied
paying attention to the shift process to the cable TV. Precedent research
of the U.S. was investigated first and problems on the conventional method
were arranged, and a new method of solving the conventional problems was
devised. Although regression analysis or discriminant analysis
was applied conventionally, the new method combines factor analysis and
discriminant analysis.
Next, the new method was applied to the data obtained
by a poll survey in a metropolitan cable-TV area in this study, and extraction
of determinant factors was tried. Consequently, arrival to the investigation
stage about subscription or not in a household is largely depend on the
householder's positiveness, and two determinant factors concerning householder's
broadcast program interest, one factor about householders feeling of subscription
fee, and one facor about TV watch tendency were extracted. Furthermore,
succsess from investigation stage to subscription is largely depends on
the family's agreement.
New analysis was also applied to data of another area, and the flexibility
of the method was checked.
ケーブルテレビの加入決定要因
その結果ケーブルテレビに関心を持って加入検討に至るか否かの分化は、世帯主の積極性に依存する面が大きく、世帯主の放送番組への関心で2つ、費用感で1つ、さらに世帯主の先有傾向で1つの要因が加入に関与することが分かった。さらに検討から加入に至る段階では、今度は家族の合意が決定に強く関与することが分かった。消極者の多い世帯では加入に至るのはかなり難しい。
次に新たな分析を別の地域のデータに適用し、その方法の汎用性を確認した。この分析法は今後改善の余地はあるが、メディアの採用ポテンシャルのような概念の指標が得られるため、ケーブルテレビ以外の別のメディアでの適用の可能性もある。