摘要
三网融合政策的推进,广电行业全面进入双向互动电视时代,如何了解双向互动电视媒介和用户特点,挖掘用户潜在的消费行为,提高用户ARPU值,成为摆在广电企业面前亟待解决的问题。在基于科技接受模型比较分析的基础上,结合双向互动电视媒介和互动用户特点,设计了适用于双向互动电视的受众分析模型,在某广电公司搭建数据分析系统,利用此模型分析双向互动电视受众行为,并将此结果应用于公司的经营决策。
The policy of Tri-network integration propulsion, broadcasting enterprise entered the period of interactive television, how to understand characteristics of the interactive TV media and user characteristics, mining potential users of consumer behavior, im- proves the ARPU value of the user, become an important problem for broadcasting enterprises. In this paper, based on the analysis and comparison features of the interactive TV and technology acceptance model. Combining the interactive TV media and interactive user characteristics, audience analysis model for interactive TV is designed, a data analysis system is built in a broadcasting compa- ny, and the interactive TV audience behavior is analyzed by using the model, and the results are applied to the management and decision-making of the company.
出处
《电视技术》
北大核心
2015年第16期16-20,共5页
Video Engineering
关键词
互动电视
受众
模型
分析
interactive TV
audience
model
analysis
