Research on the Influence of Digital TV Interactive Function on User's Video-on-Demand Willingness: A Survey on College Students

摘要

With the continuous development of science and technology, new media has gradually penetrated into the public life, and the interactive function embodied by digital TV has become a highlight of attracting audiences. This study takes college students as the research object, attempt to use the MUG model, studies how the digital TV interactive function affects the user's Video-on-Demand (VOD) willingness. The study found that the two factors of Content and Emotion have a positive influence on the user's willingness to use digital TV interactive functions, and Ease of use, Promotion, and Madefor-the-medium are negative correlation. The results of data analysis show that the MUG model can be used to study the factors influence the interactive function of digital TV used by college students.