ケーブルテレビの加入決定要因

抄録

The determinant factors in cable TV subscription were studied, paying attention to the shift process to cable TV. Previous research in the U.S.was investigated first and problems in 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 attempted. Consequently, arrival at the investigation stage about subscription in a household largely depends on the householder's positiveness, and two determinant factors concerning householder's broadcast program interest, one factor about householder's feeling of subscription fee, and one factor about TV watch tendency were extracted. Furthermore, progress from investigation stage to subscription 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.