Tác động của chất lượng chương trình truyền hình đến sự thỏa mãn của khán giả Luận văn thạc sĩ

B O I H C KINH T TP.H NINH NG NG C A CH NG TRUY NG H P KH T I TP.HCM) LU H B O I H C KINH T TP.H Ninh Ng NG C A CH NS TRUY TH NG H P KH T I TP.HCM n tr kinh doanh : s : 60340102 LU NG D N KHOA H C: H L - p v n c n nh n n ph n bi th t qu trung th c t nh ng n l c c l pl n t ng nh ng t qu ph n ph m ac li th ph c v u nv c thu th ng d ng m u Ninh Ng DANH M , BI NG BI U DANH M NG D CH V 15 S TH A M 19 S TH 19 T 34 U 36 U 40 U CH NH 55 DANH M C B NG BI U B UT C NG TRUY B TRONG B 28 I T NG LO CH NG 30 B 37 B NG 4.1: M B 44 TU B I THAM GIA KH H CV NC 45 I THAM GIA KH 45 B NG 4.4: THU NH P C I THAM GIA KH 46 B NG 4.5: THU NH P C I THAM GIA KH 46 B NG 4.6: KI TIN C B NG 4.7: K T QU E NG 49 C L P 53 B NG 4.8: K T QU N PH THU C 53 B NG 4.9: U CH NH 56 B NG 4.10: MA TR 58 B NG 4.11: B NG TH I QUI 59 B NG 4.12: B PC B B NG 4.14: H S H I QUY S 59 I QUY 60 D 60 M CL C NG QUAN p thi t c 1.1.1 B i c nh 1.1.2 Gi i thi cv m ts tv t i Vi t Nam 1.2 M u u u c ti n c 1.6 K t c u lu U t v truy 2.1.1 Truy 2.1.2 Truy t truy n t v ch ng d ch v t v ch th ng d ch v 10 m s th 2.2.3 M gi a ch 10 th ng d ch v n ch th 17 21 th a 22 2.3.1 Biernatzki & Crowley (1995) 22 24 2.3.3 Shamir & Jacob (2009) 24 2.3.4 Gray & Dennis (2010) 25 t B n NHK (2011) 26 2.3.6 Manero, G -Uceda, Serrano (2013) 27 n Th Vi 28 2.3.8 B ch ng c a h th ng truy 2.4 Ch n l qu 28 t 32 thuy 32 35 U 36 3.1 u 36 37 ng 42 3.3.1 Thu th p s li u kh 42 c 43 3.3.3 Ki u 43 43 T QU U 44 m u 44 46 tin c y c 47 51 u ch nh 53 4.3 Ki u 55 tin c y c 4.3.2 Ki u ch nh 55 thuy t T LU 5.1 T ng k u 57 N NGH 64 t qu 64 65 m b o ch ng k thu t c mb 66 ng s 5.2.4 5.3 H n ch c 65 67 ic 67 u ti p theo 68 Vi t Nam hi ng ki tham gia c a nhi u ngu n l c, nhi truy i is v s c ng khai ng h s t v n i dung Trong b i c ts ut - d p nh kinh t V c ac tr nh t th ng quan n i dung kinh t bi t c i c nh Vi n m t n n kinh t n nay, th ng c truy nh a Nhi i th ph i c nh tranh v i m pc a truy m chi n th ng cu c c nh ng tr l V xu t hi c n cu 3, c qu ti c ng t i Vi t Nam.1 c SCTV v c cung c p b cung c p truy - FBNC ti n l n t i hi i b t bao g m: Info TV, VITV, InvestTV 1.1.2.1 Info TV Inf - 1.1.2.2 VITV - VITV tr c thu ph , th ng v tinh (VTC8), h th ng truy t Nam (VCTV8), SaigonTourist (SCTV8), h th i (BTS) v truy th ng truy th ng d ch v c a th ng d ch v (MyTV- IPTV u website 1.1.2.3 FBNC - http://baoninhthuan.com.vn/news/52505p24c34/bo-truong-thong-tin-va-truyen-thong-khong-xa-hoi-hoa-noidung-truyen-hinh.htm c ph n c n m gi H - p nh thi t th c nh nh c l y ngu n t S Giao d ch Ch H Minh 1.1.2.4 InvestTV 2 -Uceda & 4 rating - truy - - Trend, Quarterly Journal from the Centrefor Study of Communication and Culture, Saint Louis University, 1995 2.1.8 S th Reliability Statistics Cronbach's N of Alpha Items 837 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Correlation Item Deleted Deleted TM1 7.11 1.983 721 753 TM2 6.95 2.245 687 789 TM3 7.24 2.020 696 779 2.2 EFA 2.2.1 c l p l n 1: B XH1 Rotated Component Matrixa Component TC1 648 KT5 750 TC3 763 TC2 623 KT1 878 KT2 862 KT3 686 TH1 462 KT4 405 385 433 425 389 PP4 659 PP3 635 XH5 600 PP2 569 PP1 313 539 453 XH2 651 XH4 632 XH3 542 574 TH3 549 TC4 522 CN3 CN4 727 411 420 CN2 360 543 451 TH4 527 CN1 TH2 333 316 314 384 492 438 TH5 TC5 543 300 784 324 378 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in 17 iterations .401 2.2.2 c l p l n 2: B ti p TH2 Rotated Component Matrixa Component XH3 577 TC4 537 TH3 475 612 PP1 693 XH4 703 XH2 406 KT1 880 KT2 856 KT3 375 695 TH1 309 KT4 479 418 471 416 TC1 763 TC2 760 TC3 664 KT5 357 615 PP4 705 PP3 641 PP2 535 CN4 529 XH5 483 508 CN3 CN2 687 520 TH4 CN1 528 529 376 476 465 321 TH5 TC5 383 823 362 318 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in 12 iterations .419 421 2.2.3 c l p l n 3: B ti p KT4 Rotated Component Matrixa Component XH3 591 XH4 540 TC4 511 TH3 433 591 XH5 678 PP1 726 XH2 425 447 405 TC1 766 TC2 764 TC3 686 KT5 358 602 KT1 880 KT2 862 KT3 699 PP4 693 PP3 634 CN4 618 PP2 540 CN3 645 CN1 619 CN2 485 TH1 526 463 TH4 526 520 TH5 829 TC5 512 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations 2.2.4 c l p l n 4: B ti p TH3 Rotated Component Matrixa Component CN2 631 TH1 564 CN3 558 XH4 541 TH4 487 TC4 464 651 XH2 658 CN1 477 396 363 379 PP4 693 PP3 651 XH5 643 PP1 593 PP2 571 XH3 526 555 TC1 786 TC2 767 TC3 670 KT5 605 CN4 420 442 KT1 889 KT2 866 KT3 688 TH5 833 TC5 541 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations 2.2.5 c l p l n 5: B ti p TC4 Rotated Component Matrixa Component XH5 636 PP1 636 XH3 624 PP2 661 PP3 675 PP4 580 CN1 676 CN2 630 TH1 582 XH2 570 CN3 568 TH4 526 XH4 384 456 484 TC1 793 TC2 758 TC3 657 KT5 614 CN4 393 485 KT1 886 KT2 870 KT3 689 TH5 819 TC5 582 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations 2.2.6 c l p l n 6: B ti p XH4 Rotated Component Matrixa Component XH5 643 PP3 641 XH3 632 PP2 662 PP1 677 PP4 592 TC1 793 TC2 753 TC3 666 KT5 630 CN4 403 465 CN1 699 CN2 622 CN3 563 XH2 433 558 TH1 555 TH4 471 518 KT1 889 KT2 870 KT3 695 TH5 825 TC5 574 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations 2.2.7 c l p l n 7: B ti p CN4 Rotated Component Matrixa Component XH5 654 XH3 651 PP3 641 PP2 656 PP1 673 PP4 597 CN1 697 CN2 621 CN3 571 TH1 562 XH2 TH4 460 471 547 519 TC1 783 TC2 766 TC3 677 KT5 632 KT1 891 KT2 871 KT3 696 TH5 827 TC5 546 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations 2.2.8 c l p l n 8: B ti p XH2 Rotated Component Matrixa Component PP1 691 XH5 682 PP3 623 PP2 618 PP4 692 XH3 618 TC1 785 TC2 772 KT5 673 TC3 613 TC5 461 KT1 906 KT2 855 KT3 705 TH1 534 396 TH5 700 CN1 694 TH4 602 CN3 570 CN2 527 543 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations 2.2.9 c l p l n 9: B ti p CN2 Rotated Component Matrixa Component XH3 685 XH5 680 PP3 644 PP2 640 PP4 624 705 PP1 425 TC1 781 TC2 781 KT5 661 TC3 639 TC5 437 KT1 908 KT2 857 KT3 697 TH1 550 358 TH5 752 CN1 691 TH4 619 CN3 517 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations 2.2.10 c l p l n 10: B ti p TC5 Rotated Component Matrixa Component XH3 688 XH5 681 PP3 646 PP2 642 PP4 704 PP1 631 KT1 909 KT2 857 KT3 700 TH1 555 TC1 780 TC2 772 KT5 662 TC3 656 TH5 763 CN1 687 TH4 617 CN3 514 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations tin c y thang u ch nh 3.1 S tin c y (TC) Reliability Statistics Cronbach's N of Alpha Items 779 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Correlation Item Deleted Deleted TC1 10.12 4.029 615 709 TC2 10.06 3.944 640 696 TC3 10.34 4.123 556 741 KT5 10.23 4.406 527 754 3.2 S Reliability Statistics Cronbach's N of Alpha Items 730 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Correlation Item Deleted Deleted CN1 10.51 3.756 508 676 CN3 10.27 3.781 519 670 TH4 10.52 3.498 576 635 TH5 10.32 3.877 478 693 i (XH) Reliability Statistics Cronbach's N of Alpha Items 819 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Item Deleted Item Deleted Correlation Deleted PP1 17.80 8.448 688 766 PP2 17.49 9.332 606 786 PP3 17.50 9.189 634 780 PP4 17.35 9.339 612 785 XH2 17.44 9.539 512 806 XH5 17.57 10.170 455 816 3.4 Ch ng k thu t (KT) Reliability Statistics Cronbach's N of Alpha Items 853 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Correlation Item Deleted Deleted KT1 7.07 2.186 760 761 KT2 6.97 2.371 782 743 KT3 7.22 2.593 640 871 Ki Descriptive Statistics Mean Std N Deviation TM 3.5401 70643 212 XH 3.5038 59790 212 TC 3.3962 65343 212 TH 3.3813 63282 212 KT 3.5432 74330 212 Correlations TM XH TC TH KT TM 587 580 1.000 565 608 416 TC 586 565 1.000 446 441 570 608 446 1.000 449 587 416 441 449 1.000 TM 000 000 000 000 XH 000 000 000 000 TC 000 000 000 000 TH 000 000 000 000 KT 000 000 000 000 TM 212 212 212 212 212 XH N 570 KT Sig (1-tailed) 586 TH Correlation 580 XH Pearson 1.000 212 212 212 212 212 TC 212 212 212 212 212 TH 212 212 212 212 212 KT 212 212 212 212 212