MARKETING CABLE AND PAY CABLE SERVICES - IMPACT OF ETHNICITY, VIEWING MOTIVATIONS, AND PROGRAM TYPES

被引：9

作者：

ALBARRAN, AB

UMPHREY, D

机构：

[1] Center for Communication Arts, Southern Methodist University, Dallas

来源：

JOURNAL OF MEDIA ECONOMICS | 1994年 / 7卷 / 03期

关键词：

D O I：

10.1207/s15327736me0703_4

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

Viewing motivations, program preferences, and demographics were examined regarding their importance in determining subscriptions to cable and pay cable. The sample (N = 1,199) represented three ethnic groups: Whites, African Americans, and Hispanics. Cable/pay cable subscribers reported higher satisfaction when watching TV. African Americans and Hispanics were most likely to subscribe to pay channels. Pay subscribers were likely to own a videocassette recorder, have higher income, and watch TV more for entertainment and diversionary reasons.

引用

页码：47 / 58

页数：12

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