Research On Users Behavior Of Network TV Station

By the trend of usage of tri-networks integration, have network TV stations invarious places come into the market as soon as the broadcasting of CNTV began toplay in December2009. Network TV station, a new media platform based on internettechnology, provides the innovative interactive programs, which is the fusion oftelevision programs and massive internet contents, to the computer users and mobilephone users via the internet and mobile networks. However, the fact that a littlenumber of studies on the users demand and behavior of the network TV station, whichcaused by the immaturity of the application of the new technology, creates a barrier tothe actual work of this industry.Based on the review of the relevant study and the work experience at a localnetwork TV station during the internship, the whole content of this study isaccomplished by using the professional website analysis tools on the real data. Theframe of this paper is formed by the following three parts. First, the descriptivesummary of the user behaviors of television network industry from five aspects:metrics of user scale, user attribute, user loyalty, access time and contact rate oftraditional media, which is done by the analysis of the website traffic data. Second,based on the data on a certain network TV station, the study have completed adetailed statistical research on three variables: the traffic source, search behavior andbrowsing behavior of a certain network TV station. At last, it evaluates user loyalty ofeach network TV station by the network TV station loyalty score model, establishedin the before-mentioned part.