| 摘要: | 本研究的主要研究目的為探討法身基金會DMC.TV直播網站的營運方式，並以在台灣類似的佛教直播網站，如人間衛視的BLTV、慈濟的大愛衛視Da-ai等之營運與網站內容作比較，找出各個網站的內容差異與特點，且對DMC.TV網站的使用者進行問卷調查，針對於該網站使用者滿意度與期望。 本研究以麥肯錫7S架構探討DMC.TV網站的整體營運系統，採取說明方式來瞭解該網站之營運系統，區分為結構、系統、策略、技術、員工、風格及共同價值。另外，關於網站的推廣，本研究以4P的行銷組合來探討該網站的推廣方式。 關於佛教衛星頻道的直播網站內容之比較，本研究以人間衛視的BLTV、慈濟的大愛衛視Da-ai和DMC.TV網站三個網站做比較，發現目前DMC.TV網站上未提供之內容為「電子賀卡」、「背景與桌面下載」、「出版品訊息」、「線上訂購」、「各個節目的說明」。另外，在「意見信箱」的位置仍不適合。然而DMC.TV網站提供的內容，但BLTV與Da-ai亦尚未提供之處為「影像下載」及「佛經神奇人物故事」。 最後本研究以DMC.TV網站的使用者進行問卷調查，針對該網站使用者之習慣性、滿意度與期望，且利用最簡單百分比與次數分配的統計方法，歸納出該網站受訪者人口統計、使用者習慣性、使用者滿意度與期望。研究發現： 1.DMC.TV網站的使用者組群狀況：「性別」以男女性平均約各一半；「年齡」最多為26~30歲；「教育程度」大部分是高學歷為大學專科班與碩士班生；「職業」最多為學生與其他行業；「住洲」以在亞洲居多；「國家」則為住在泰國使用者最多；「語言」依序最多至少為泰文、英文、中文、日文；及「宗教背景」全部都是佛教徒。 2.DMC.TV網站之使用者習慣性：使用者平均一天最多為1~2小時，且使用頻率一天1~2次；使用時間許多在19:00~22:00時，且是直播的《夢中夢》節目；觀眾認識DMC.TV網站的方法以最多為朋友間介紹；使用者以收視《夢中夢》節目的溫習與其他節目，及收視現場直播《夢中夢》節目為最主要目的；觀看DMC衛星頻道的主要動機八成以上以想要瞭解與學習生命之真理；使用者常去瀏覽網站的前三名依序為DMC.TV網站、Kalyanamitra網站及IBS center網站；九點五成以上之使用者使用Internet Explorer瀏覽器，而常所發生問題的瀏覽器為Mozilla Firefox；使用者能收視的直播速度最多為100 k、230 k。 3.DMC.TV網站使用者對使用方便性與網頁設計之滿意度：接近七成的使用者覺得在瀏覽「DMC.TV網站」時速度很快；最喜歡兩種撥放方式是以按鍵後再另外的窗戶顯示如 window media player，及固定在網頁介面 (Inline)；使用者最希望網站提供下載服務為各案研究(case study)，音樂或mp3類及音樂影像(music vedio)；若網站跟使用者增加互動性，也對使用者仍是有普通之感覺，未有任何刺激；網站的設計風格，也不會影響到使用者選用網站收視節目之選擇；最後若DMC.TV網站將來會提供郵件信箱服務，對使用者而言同意與不同意各約一半。
The main purpose of this research to discuss the management system of DMC.TV broadcasting website. In addition will comparison the same type of website with Buddhist broadcast website in Taiwan, such as Beautiful life Television (BLTV) and DA-AI Television for conclude the difference and characteristic of them. Moreover to survey the degree of satisfaction and expectation of DMC.TV site users. This research use McKinsey 7-S Model to explain the management system of DMC.TV broadcast website. These seven parts of this model are structure, systems, strategy, skill, staff, style and shared values. About the website promotion will be explained by Marketing Mix 4P's model, namely product, price, place (channel) and promotion. Related with direct telecast of Buddhist Channels, three website channels such as：Da-ai.tv, BLTV and DMC.TV. are compared. There are six different content partitions; namely e-greeting card, wallpaper download, publishing news, online orders, each program information. But the part of user's opinion the position is not easy to find. However, the DMC.TV website provides facilities like 'Video Downloading' and 'Buddhist Original Story' which BLTV and DA-AI lacks. Finally to survey degree of satisfaction and expectation of DMC.TV website user group. Using the simplest statistics method by percentage and rank. Conclusion for website user population statistic, user behavior, satisfaction and expectation. The summarize results of this polling are: 1.User's information : (1) Among the total number of user there are men and women and approximate average is same in both sex; (2) Among them the majority is 26-30 years old; (3) Most of them are well educated person holding Bachelor and Master Degree; (4) In respect with their occupations most of them are student and others occupation; (5) Live in Asia; (6) most users live in Thailand; (7) More than 90% user speak Thai, English, Chinese, Japanese；(8) And their religious background is Buddhism. 2.User's behavior : (1) User visit DMC.TV per a day is 1~2 hour; (2) Visit DMC website in an average per a day is 1-2 times a day and between 19:00~22:00 and it is the time of 'Dream in Dream' program live broadcast; (3) The most of audience knew this website by friend's recommendation; user often use this services for live 'Dream in Dream' school broadcasting and for other daily broadcasting program from DMC.tv website; (4) The inspiration of user to watch DMC for the first time for learning and understanding the truth of life to improve their life style; (5) and the first three 'Dhammakaya Foundation' website which user often visit are DMC.TV, Kalyanamitra and IBS center; (6) above 95 percent of browser using is Internet Explorer, (10) but browser like 'Mozilla Firefox' faces problem while browsing ; (11) The internet speed that user often use is 100 k and 230 k. 3.Convenient to access the DMC.TV website and opinion in beautifying view and modernizing of the website : (1) Approximately seventy percent of user agree with the speed of this website; (2) User can use two method to see program, like in new pop-up window or in current window (Online); (3) User hope website provide downloading service for case study, music or mp3 and music video; (4) If website has more interaction with users, such as web-board, user will be no more willing to become a regular member; (5) The website design style has no effect to user on choosing to view DMC channel; (6) and finally the question related with mail box that ＂The DMC.TV website should provide mail box services＂, fifty percent of total user have negative answer while remaining are in positive way. |
