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- Title
Prioritizing Value Measure of Digital Video and Audio and Gender Differences from Users' Perspectives.
- Authors
Chung-Chu Liu; Ya-Chu Hsu
- Abstract
Digital video and audio have become increasingly essential media entertainment in the future for users because of internet improvement. The main purpose of this study is to prioritize and compare the value of digital media usage based on users' points of view. Purposive sampling is adopted and 61persons are valid. Literature review and analytic hierarchy process are used for data analysis. We use analytic hierarchy process to compare the perceived differences of the value of digital media usage between male and female. According to the results, the value of digital media usage may be categorized into four dimensions: psychology, convenient, learning, and informational value. Regarding these four factors of value, there exist little gender differences. This study also provides some suggestions for the academic and the practice.
- Publication
Soochow Journal of Economics & Business, 2013, Issue 80, p53
- ISSN
0259-3769
- Publication type
Article