Abstract
With the rapid progress of internet technology, the manner in which the audience watches videos via traditional TV could differ when watching internet TV. In addition, with the unbounded capabilities for sharing information and for being online anywhere, the mobile multimedia internet device (MMID), that is, a device such as the smart phone or tablet, is technologically taking the world by storm. The MMID offer a different way for audiences to watch videos and TV programs, and the audience is no longer bound to the TV set or computer. PPS.tv (PPStream/PPS TV) is a Chinese peer-to-peer streaming video network software and now it has a MMID Apps version. The majority of PPS.tv channels are from East Asia, primarily Mainland China, Taiwan, Japan and Singapore. This study aims to investigate how these technological changes and other factors impact consumers' TV-watching behaviors. The researchers launched an online survey to gather data from 659 PPS Taiwanese internet TV (PPStream and PPS App) users to analyze their behaviors in viewing TV programs or videos, and how the usage of MMID changes their Internet TV watching behaviors.
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