著者

八ッ橋 武明

出版者

日本マス・コミュニケーション学会

雑誌

マス・コミュニケーション研究 (ISSN:13411306)

巻号頁・発行日

no.48, pp.219-236, 280, 1996-01-31

被引用文献数

1

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This is a study of the penetration process of CATV, decision-making processes in successful and unsuccessful acceptance of it in families, and satisfaction with it. These were investigated by a survey in a CATV system area near Tokyo. This was the first attempt at such a survey, and several interesting findings were obtained. Observed decision-making processes leading to successful acceptance are strongly consensus-oriented. In the average CATV subscriber family, the number negative to acceptance was only seven percent. Presence of a negative opinion in a family were highly likely to lead to unsuccessful acceptance. These findings suggest that the attractiveness of CATV would be rather weak, in addition to a slightly high application cost for the average consumer. Customer satisfaction analysis shows that subscribers are divided into several groups sensitive to the different types of usefulness of CATV. These results suggest that different types of promotional paths of CATV would be effective.