The Analysis Of Necessity Of Inviting New Technology

Published Date: 02 Nov 2017

Introduction

This part is mainly to demonstrate the results of the reclaimed questionnaires from the respondents and the outcomes drawn from the results through statistics. The statistical tool utilized in this research is SPSS with the version of 19.0. The statistical methods applied in this research are description statistics, Cronbach's Alpha analysis, t-test analysis and correlation analysis.

Cronbach's Alpha analysis is used to estimate the reliability of the psychometric trial presented to sample of observers (Cortina, J.M. 1993). Generally, alpha represents the ratio of two variances and it ranges from 0 to 1. If the inter-correlations among trial items increase, Alpha will usually rise, and is thus taken as reliability of trial scores in relation with an internal consistency estimate. According to Kline, in the majority of social science research, if a reliability coefficient is higher than 0.70, it will be taken as "acceptable" under most circumstances (Kline, 1999).

T test is to infer the probability difference occurred with t distribution theory, in order to examine whether the difference of two averages is significant. If the p-value is not more than the predetermined significance level α, one usually "rejects the null hypothesis" (Greek alpha), whose value may be 0.05 or 0.01, indicating that the outcomes observed would not be likely under the null hypothesis (Hubbard, R.; Lindsay, R. M.2008).

Statistical correlation is usually used to estimate the strength and characteristics of the relations between variables in correlation analysis. Correlation coefficient is a kind of important indicator in this kind of analysis. Correlation coefficient represents the positive or negative relation between two variables. Strength and characteristics of a linear relation between two variables is usually indicated by the correlation coefficient, but the value of it usually could not describes their relation completely (Székely, G. J. Rizzo, M. L. and Bakirov, N. K. 2007). Generally speaking, the greater a correlation coefficient, the stronger relationship between two variables will be.

4.1 Data Collection

288 copies of the questionnaires were handed out and 105 of them have been taken back. All of the necessary questions have been answered and are qualified to be the materials for data analysis.

There are some obvious characteristics of the questionnaire results which are discussed as follows. Question 1 to Question 8 contains background information of the respondents, and the background information may affect the answers of the questions.

As is shown in the results, most of the respondents were born in Hong Kong or a place near Hong Kong and most of the respondents live in or near Hong Kong (Figure 4.1). In this way, they may be familiar with the television programmes and the city’s culture. Thus, all the answers of these respondents are qualified for this research. As of some answers of question 10 and 11, respondents have given opposite answers (some choose strongly disagree while some strongly agree). As of the answers of question 9, respondents have given similar answers to the questions and they tended to ‘agree’ that innovative technology should be invited to Hong Kong domestic free television programme. For some of the answers in question 13, respondents show different attitudes toward the same item again. The inconsistence may be the result of the difference in respondents’ age, gender or living place. These correlations will be revealed in the analysis below. Question 1 to 8 showed the background information about the respondents. The information like age, gender and profession will all affect the results of questionnaire.

Figure 4.1: Living area of respondents

4.2 Data Analysis

There are four kinds of methods in the analysis of this research – Cronbach's Alpha analysis, description statistics, t-test analysis and correlation analysis. Cronbach's Alpha analysis is first utilized in each part to test if there is internal consistency among the answers of the questions. If there is internal consistency in the answers, detailed analysis could be implemented. Description statistics which calculate the mean value and standard deviation is the foundation of the next two kinds of analysis. To some extent, it directly answers what is the attitude of audience on inviting innovative technology and the performance of television programme. In the t-test analysis, key items (the item with highest score or lowest score) in each question are chosen to be tested. Each single item is classified by the related background information in question 1 to 8. The background information which affects the mean value of the key items could be found out through t-test analysis. Correlation analysis is used to testify the characteristics of the relation between two variables. And the strength of the relations between variables could also be estimated.

4.2.1 The Analysis of Necessity of Inviting New Technology and External Knowledge

Question 9 to 13 could be sorted in a group which shows audiences’ opinion on inviting new technology and external knowledge.

4.2.1.1 Cronbach's Alpha analysis of Introducing New Technology and External Knowledge

There are 5 questions in all in this group and Cronbach's Alpha analysis here is utilized to test the internal consistency of the questions. Table 4.2.1.1 (Cronbach's Alpha analysis of Introducing New Technology and External Knowledge) below displays some of the results obtained from SPSS. As is shown in the results in Table 4.2.1.1 (Cronbach's Alpha analysis of Inviting New Technology and External Knowledge), the value of alpha is 0.799, whose value is relative high and shows strong internal consistency in the items of five test value. This specially indicates that people who tended to give high scores for the other items when they would like to give high scores for necessity of introducing new technology and external knowledge; similarly, people generally would like to give low scores for the other test value items when they give a low score for necessity of introducing new technology and external knowledge. Thus, one will easily know with some accuracy the possible scores for the other necessity of inviting new technology and external knowledge value items when he knows the score for one necessity of introducing new technology and external knowledge value item.

Table 4.2.1.1 – Cronbach's Alpha analysis of Introducing New Technology and External Knowledge

Cronbach's Alpha

N of Items

0.799*

5

* Indicates the Cronbach's Alpha of introducing new technology and external knowledge is 0.799 and higher than 0.7, which is considered acceptable.

4.2.1.2 Description Statistics of Introducing New Technology and External Knowledge

The results of description statistics of introducing new technology and external knowledge are shown in Table 4.2.1.2. As is shown in the results, some respondents hold opposite views in three aspects (60 percents of all the items). It demonstrates that respondents from different careers or different age bracket may hold different views about inviting new technology and external knowledge. The highest value is 4.54 which is corresponding to the question 9 – the item of ‘introducing innovative technology to Hong Kong television programme’. This means most people take ‘introducing innovative technology’ as the most important item to Hong Kong television programme.

The items of ‘introducing external knowledge’ gain the lowest score of all the 5 questions. This means that respondents think ‘introducing external knowledge’ not as important as the other items. What’s more, all the mean values are well above 4.00, which means nearly all respondents agree on introducing new technology and external knowledge. The standard deviations of all items are under 0.900, which means most of the respondents hold the same view.

Table 4.2.1.2 – Description Analysis of Introducing New Technology and External Knowledge

N

Min

Max

Mean

STDDEV

Question 9

105

3

5

4.54

0.680

Question 10*

105

1

5

4.25

0.875

Question 11

105

1

5

4.35

0.843

Question 12

105

2

5

4.51

0.681

Question 13

105

1

5

4.37

0.750

* Indicates the minimum value of all the items in the question

4.2.1.3 T-test Analysis of Introducing New Technology and External Knowledge

Now that ‘introducing innovative technology’ is taken by the respondents as the most important task in the television programme reform, special background information that affect the outcome should be studied. All background information in before group 1 are tested in this research, and only age bracket and education background have a significant affection on respondents’ choice of attitude to introducing new technology and external knowledge. T-test analysis grouped by ‘Age bracket’ and ‘Education background’ is shown in Table 4.2.1.3.

As is shown in the Table 4.2.1.3 – T-test Analysis of Introducing New Technology and External Knowledge (divided by age bracket, 21-30 and above 50 respectively), Sig. of F-test (where the equality of two variances in two populations is tested) is 0.013 – much less than the level of significance, which means that the discrepancy between two variances in two populations is obvious. Thus, the data in line 2 (Equal Variances not assumed) should be used to see whether there is discrepancy between the mean values of the two populations. The value of Sig. (2-tailed) in t-test is 0.001 – much less than the level of significance, which could be explained as that there is significant discrepancy between the mean values of the two populations. In this way, the attitude to introducing new technology and external knowledge will be different if the respondents are from different age bracket (Figure 4.2). It turns out that young people show more interest in introducing new technology and external knowledge.

Figure 4.2: Age of Respondents

As is shown in the Table 4.2.1.3 – T-test Analysis of Introducing New Technology and External Knowledge (Education background), Sig. of F-test (where the equality of two variances in two populations is tested) is 0.315 – greater than level of significance, which means that the discrepancy between two variances in two populations is not obvious. Thus, the data in line 1 (Equal Variances assumed) should be used to see whether there is discrepancy between the mean values of the two populations.

The value of Sig. (2-tailed) in t-test is 0.016 – much less than the level of significance, which means that there is obvious discrepancy between the mean values of the two populations. In this way, respondents with different education background may hold different views on application of new technology and external knowledge (Figure 4.3).

Figure 4.3: Education Background of Respondents

Table 4.2.1.3 – T-test Analysis of Introducing New Technology and External Knowledge (Age bracket)*

F

Sig.

t

Sig.(2-tailed)

Question 9 Equal Variances assumed

Equal Variances not assumed

7.202

0.013

-1.321

-3.725

0.199

0.001

Table 4.2.1.3 – T-test Analysis of Introducing New Technology and External Knowledge (Education background)

F

Sig.

t

Sig.(2-tailed)

Question 12 Equal Variances assumed

Equal Variances not assumed

1.023

0.315

2.455

2.397

0.016

0.020

* Indicates the fiducial interval range of T-test is 0.5.

4.2.1.4 Correlation Analysis of Introducing New Technology and External Knowledge

Through t-test analysis, it is found that whether to introduce new technology and external knowledge is defined differently by different group of respondents. But the property and strength of the relation have not been found out and correlation analysis is here to solve this problem. As is shown in Table 4.2.1.4 (partial results), question 1 to 8 have not significant relations with question 9 to 13, which demonstrates the opinions about these questions are unanimous and the views on whether to introduce new technology and external knowledge varies from respondents with different backgrounds. At the same time, it demonstrates that Hong Kong domestic free television programme service does face some problems which include the application of external knowledge; technological innovations reform and the need to learn more from other countries. Also, the service supplied by Hong Kong domestic free television programme service is not good enough to meet the requirements of people with similar age, marriage status or education background.

Table 4.2.1.4 – Correlation Analysis of Introducing New Technology and External Knowledge *

Question 9

Question 10

Question 11

Question 12

Question 13

Question 1 Correlation Coefficient

Sig. (2-tailed)

-0.119

0.209

0.523

0.012

-0.21

0.821

0.029

0.758

-0.06

0.525

Question 3 Correlation Coefficient

Sig. (2-tailed)

-0.076

0.392

-0.067

0.444

0.018

0.835

0.053

0.550

0.018

0.843

Question 6 Correlation Coefficient

Sig. (2-tailed)

-0.067

0.460

-0.048

0.558

0.002

0.983

-0.130

0.153

0.034

0.703

* Indicates two variables have not strong relationship

4.2.2 The Analysis of Performance of ATV and TVB

4.2.2.1 Cronbach's Alpha analysis of Performance of ATV and TVB

There are 4 questions in all in this part and Cronbach's Alpha analysis here is utilized to test the internal consistency of the questions. Table 4.2.2.1 (Cronbach's Alpha Analysis of Performance of ATV and TVB) below displays some of the results obtained from SPSS. As is shown in the results in Table 4.2.2.1 (Cronbach's Alpha Analysis of Performance of ATV and TVB), the value of alpha is 0.794, whose value is relative high and shows strong internal consistency in the items of four performance value.

This specially indicates that people who tended to give high scores for the other items when they would like to give high scores for one performance of ATV and TVB value item; similarly, people generally would like to give low scores for the other test value items when they give a low score for one performance of ATV and TVB value item. Thus, one will easily know with some accuracy the possible scores for the other performance of ATV and TVB value items when he knows the score for one performance of ATV and TVB value item.

Table 4.2.2.1 – Cronbach's Alpha Analysis of Performance of ATV and TVB

Cronbach's Alpha

N of Items

0.794*

4

* Indicates the Cronbach's Alpha of performance of ATV and TVB is 0.794 and higher than 0.7, which is considered acceptable.

4.2.2.2 Description Analysis of Performance of ATV and TVB

The standard deviation in all items of this group is relative high, which demonstrates that there is much discrepancy among the respondents’ views. The results of description statistics of performance of ATV and TVB are shown in Table 4.2.2.2. As is shown in the results, there is still discrepancy among the point of views held by respondents, but not as much as that of the last group. It demonstrates that respondents from different careers or different age bracket may hold different point of views on performance of ATV and TVB. The highest value is 3.62 which is corresponding to the question 17 – the item of ‘the impact of TVB on television programmes and service. There is also the item of ‘the performance of TVB’ gaining the second highest score of 2.78. But most of the respondents have not held the similar views on the item of ‘the performance of TVB’ for its standard deviation is 1.793 which is a lot higher than most of the other items in this question. This means that people from different careers or different age brackets may have different favour in television programmes.

The item of ‘the performance of ATV gains the lowest score of all the questions, which means most respondents may have little interest in the programmes of ATV. And the standard deviation of "the performance of ATV" being 0.798 which is less than the other items in this question (value ranging from 1 to 5) demonstrates that the outcome of this item could be trusted. There are also another item gaining a relative low score with low standard deviation – respondents also take ‘the impact of ATV on television programmes and service’ as ATV’s weak point in its performance. The mean values of the answers in this group are relative low, which demonstrates that respondents are not satisfied with the performance of the players. But it is found that TVB has done a better job than ATV for it got a higher score in both questions.

Table 4.2.2.2 – Description Analysis of Performance of ATV and TVB

N

Min

Max

Mean

STDDEV

Question 14*

105

1

4

1.49

0.798

Question 15

105

1

5

2.78

1.793

Question 16

105

1

4

1.76

0.936

Question 17

105

1

5

3.62

1.326

* Indicates the minimum value of all the items in the question

4.2.2.3 T-test Analysis of Performance of ATV and TVB

As is calculated above, ‘the performance of TVB’ is taken by the respondents as the most satisfied item of all the players, special background information that affect the outcome should be studied. All background information in part 5 are tested in this research, and ‘education background’ and ‘profession’ both have a significant affection on respondents’ choice of the satisfaction of the player’s performance. T-test analysis which grouped by ‘age bracket’ and ‘profession’ is shown in Table 4.2.2.3.

As is shown in the Table 4.2.2.3 – T-test Analysis of Performance of ATV and TVB (Education background), Sig. of F-test (where the equality of two variances in two populations is tested) is 0.011 – much less than the level of significance, which means that the discrepancy between two variances in two populations is obvious. Thus, the data in line 2 (Equal Variances not assumed) should be used to see whether there is discrepancy between the mean values of the two populations. The value of Sig. (2-tailed) in t-test is 0.035 – less than the level of significance, which means that there is significant discrepancy between the mean values of the two populations (respondents with different education background – bachelor or junior college and technical secondary school or below respectively). In this way, respondents with different education background tend to have different feelings in the impact of TVB’s service. Better educated people seem to take TVB as a more influential player than the others do.

As is shown in the Table 4.2.2.3 – T-test Analysis of Performance of ATV and TVB (Profession), Sig. of F-test (where the equality of two variances in two populations is tested) is 0. 101 – a little bit higher than the level of significance, which means that the discrepancy between two variances in two populations is not obvious. Thus, the data in line 1 (Equal Variances assumed) should be used to see whether there is discrepancy between the mean values of the two populations (respondents of different professions). The value of Sig. (2-tailed) in t-test is 0.031 – much less than the level of significance, which means that there is significant discrepancy between the mean values of the two populations (respondents with different professions – university students and the working people). In this way, respondents with different professions tend to have different views on the impact of ATV’s service. It turns out that university students think ATV’s service impact more on their life.

Table 4.2.2.3 – T-test Analysis of Performance of ATV and TVB (Education background)*

F

Sig.

t

Sig.(2-tailed)

Question 17 Equal Variances assumed

Equal Variances not assumed

6.787

0.011

2.347

1.174

0.021

0.035

Table 4.2.2.3 –T-test Analysis of Performance of ATV and TVB (Profession)

F

Sig.

t

Sig.(2-tailed)

Question 16 Equal Variances assumed

Equal Variances not assumed

2.739

0.101

2.186

1.688

0.031

0.126

* Indicates the fiducial interval range of T-test is 0.5

4.2.2.4 Correlation Analysis of Performance of ATV and TVB

Through t-test analysis above, it is found that different group of respondents with varies of background information held different views with respect to Performance of ATV and TVB. But the property and strength of the relation have not been found out and correlation analysis is here to solve this problem. As is shown in Table 4.2.2.4, the correlation coefficient between question 2 and question 17 is 0.222, the Sig. (2-tailed) is 0.009, and the results demonstrates the correlation is significant at the 0.01 level (2-tailed). Thus, question 2 has a strong positive affection on question 17, which demonstrates that the older respondents, the more influential they think the impact of TVB on its TV programmes and services. Thus, the TV programmes and services of TVB may be more in line with the elderly, and it is also known that TV serials supplied by TVB is pursued crazily by older people.

The correlation coefficient between question 3 and question 17 is 0.208, the Sig. (2-tailed) is 0.020, and the results demonstrates the correlation is significant at the 0.05 level (2-tailed). Thus, question 3 has a strong positive affection on question 17, which demonstrates the TV programmes and services of TVB have greater influence on married people.

The correlation coefficient between question 7 and question 14 is -0.187, the Sig. (2-tailed) is 0.044, and the results demonstrates the correlation is significant at the 0.05 level (2-tailed). Thus, question 7 has a strong negative affection on question 14, which demonstrates that university students feel more satisfied with the performance of ATV on its TV programmes and services than working people. The correlation coefficient between question 7 and question 15 is -0.179, the Sig. (2-tailed) is 0.041, and the results demonstrates the correlation is significant at the 0.05 level (2-tailed). Thus, question 7 has a strong negative affection on question 14, which demonstrates that university students feel more satisfied with the performance of TVB on its TV programmes and services than working people. The correlation coefficient between question 7 and question 16 is -0.213, the Sig. (2-tailed) is 0.020, and the results demonstrates the correlation is significant at the 0.01 level (2-tailed). Thus, question 7 has a strong negative affection on question 16, which demonstrates that university students feel the impact of ATV on its TV programmes and services more influential.

Table 4.2.2.4 – Correlation Analysis of Performance of ATV and TVB *

Question 14

Question 15

Question 16

Question 17

Question 2 Correlation Coefficient

Sig. (2-tailed)

0.222

0.009

Question 3 Correlation Coefficient

Sig. (2-tailed)

0.208

0.020

Question 7 Correlation Coefficient

Sig. (2-tailed)

-0.187

0.044

-0.179

0.041

-0.213

0.020

* Indicates the two variables have strong relationship at the 0.01 or 0.05 level (2-tailed).

4.2.3 The Analysis of Perspective and Barriers of Invtroducing New Technology and External Knowledge

4.2.3.1 Cronbach's Alpha Analysis of Barriers

There are 4 questions in all in this group and Cronbach's Alpha analysis here is utilized to test the internal consistency of the questions. Table 4.2.3.1 (Cronbach's Alpha Analysis of Barriers of Introducing New Technology and External Knowledge) below displays some of the results obtained from SPSS. As is shown in the results in Table 4.2.3.1 (Cronbach's Alpha Analysis of Barriers of Introducing New Technology and External Knowledge), the value of alpha is 0.768, whose value is relative high and shows strong internal consistency in the items of ten effectiveness value.

This specially indicates that people who tended to give high scores for the other items when they would like to give high scores for barriers to inviting new technology and external knowledge; similarly, people generally would like to give low scores for the other test value items when they give a low score for barriers to inviting new technology and external knowledge. Thus, one will easily know with some accuracy the possible scores for the other introducing new technology and external knowledge value items when he knows the score for one barriers to introducing new technology and external knowledge value item.

Table 4.2.3.1 – Cronbach's Alpha analysis of perspective and Barriers to Introducing New Technology and External Knowledge

Cronbach's Alpha

N of Items

0.769*

4

* Indicates the Cronbach's Alpha of perspective and Barriers to introducing new technology is 0.769 and higher than 0.7, which is considered acceptable.

4.2.3.2 Description Analysis

The values of questions in group 3 are all around 3, which means most respondents in the research hold neutral point of views about the items of perspective and barriers of introducing new technology and external knowledge. The results of perspective and barriers of introducing new technology and external knowledge are shown in Table 4.2.3.2. As is shown in the results, there is still discrepancy among the point of views held by respondents, even much more than that of the last two groups. It demonstrates that respondents from different careers or different age brackets may hold different point of perspective and barriers of introducing new technology and external knowledge. The highest value is 3.99 which is corresponding to the question 19 – the item of ‘the perspective of TVB’s introducing new technology and external knowledge’. There are also the item of ‘the barriers of TVB’s introducing new technology and external knowledge’ gaining the second highest score of 3.81. But most of the respondents have not held the similar views on the item of ‘the perspective of TVB’s introducing new technology and external knowledge’ and ‘the barriers of TVB’s introducing new technology and external knowledge’ for their standard deviation is 1.070 and 1.069 which are really higher than the other questions.

The item of ‘the perspective of TVB’s introducing new technology and external knowledge’ gains the lowest score of all the 4 questions, which means most respondents do not think it effective to introduce new technology and external knowledge for ATV. And the standard deviation of ‘the perspective of TVB’s introducing new technology and external knowledge’ being 0.987 which is a little higher than most of the other items in this question (value ranging from 1 to 4) demonstrates that not all of the respondents agree with the outcome. There are also another item gaining a relative low score with a relative low standard deviation – respondents also think there are barriers in introducing new technology and external knowledge for ATV. Generally speaking, people have more confidence in introducing new technology and external knowledge for TVB than ATV.

Table 4.2.3.2 – Description Analysis of Perspective and Barriers of Introducing New Technology and External Knowledge

N

Min

Max

Mean

STDDEV

Question 18*

105

1

5

2.79

0.987

Question 19

105

1

5

3.99

1.070

Question 20

105

1

5

2.80

0.892

Question 21

105

1

5

3.81

1.169

* Indicates the minimum value of all the items in the question.

4.2.3.3 T-test Analysis of Perspective and Barriers of Introducing New Technology and External Knowledge

As is calculated above, ‘the perspective of TVB’s introducing new technology and external knowledge’ is taken by the respondents as the most promising item in the reforming, special background information that affect the outcome should be studied. All background information in group 3 is tested in this research, and only the item of ‘age bracket’ in background information could make affection to the choice of respondents. T-test analysis which grouped by ‘age bracket’ is shown in Table 4.2.3.3.

As is shown in the Table 4.2.3.3 – T-test Analysis of Perspective and Barriers of Introducing New Technology and External Knowledge (Age bracket), Sig. of F-test (where the equality of two variances in two populations is tested) is 0.177 – greater than level of significance, which means that the discrepancy between two variances in two populations is not obvious. Thus, the data in line 1 (Equal Variances assumed) should be used to see whether there is discrepancy between the mean values of the two populations. The value of Sig. (2-tailed) in t-test is 0.014 – much less than the level of significance, which means that there is significant discrepancy between the mean values of the two populations (respondents from different age bracket – below 20 and 20 to 30).

In this way, people from different age brackets hold different view on the barriers of ATV’s introducing new technology and external knowledge. The younger people may be more optimistic about the reform.

Table 4.2.3.3 – T-test Analysis of Perspective and Barriers of Introducing New Technology and External Knowledge (Age bracket)*

F

Sig.

T

Sig.(2-tailed)

Question 20 Equal Variances assumed

Equal Variances not assumed

1.917

0.177

-2.620

-3.306

0.014

0.003

4.2.3.4 Correlation Analysis of Barriers to Inviting New Technology and External Knowledge

Through t-test analysis above, it is found that different group of respondents with varies of background information held different views with respect to barriers to inviting new technology and external knowledge. But the property and strength of the relation have not been found out and correlation analysis is here to solve this problem. As is shown in Table 4.2.3.4, the correlation coefficient between question 7 and question 18 is -0.261, the Sig. (2-tailed) is 0.004, and the results demonstrates the correlation is significant at the 0.01 level (2-tailed). Thus, question 7 has strong negative affection on question 18, which demonstrates that compared to working people and others, university students think the future plan of ATV on its TV programmes and services can make a strongly good performance (Figure 4.4).

Figure 4.4: Profession of Respondents

The correlation coefficient between question 7 and question 19 is -0.183, the Sig. (2-tailed) is 0.039, and the results demonstrates the correlation is significant at the 0.05 level (2-tailed). Thus, question 7 has strong negative affection on question 19, which demonstrates that, compared to working people and others, university students think the future plan of TVB on its TV programmes and services can make a strongly good performance.

The correlation coefficient between question 7 and question 21 is -0.279, the Sig. (2-tailed) is 0.001, and the results demonstrates the correlation is significant at the 0.05 level (2-tailed). Thus, question 7 has strong negative affection on question 21, which demonstrates that, compared to working people and others, university students think there are no strong barriers to the growth of TVB on its TV programmes and services.

Table 4.2.3.4 – Correlation Analysis of Barriers to Inviting New Technology and External Knowledge *

Question 18

Question 19

Question 21

Question 7 Correlation Coefficient

Sig. (2-tailed)

-0.261

0.004

-0.183

0.039

-0.279

0.001

*Indicates the two variables have strong relationship at the 0.01 or 0.05 level (2-tailed).

5. Conclusions and Recommendations

5.1 Conclusions

After the detailed analysis in part 3 and research on the questionnaire, all the objectives are achieved and the questions proposed at first are fully answered.

Some conclusions could be drawn from the analysis in part 3. First, innovative technology should be applied to contribute to catching up with the world television development and innovations. The new technologies include portable TV, more powerful server and necessary network. A reasonable set of mechanism should be set up to gain sustainable competitive advantage. To set up the mechanism, audiences’ behaviors should be investigated. New technologies should be applied to find out the changing of customers’ behaviors. Finally, new technologies could help to break up the monopoly in the TV program industry.

Through Cronbach's Alpha analysis in part 4, it is found that all the questions in group 1, group 2 and group 3 are complied to the standard of Cronbach's Alpha indicators and indicate strong internal consistency. Thus, further statistics could be made about the data from the questionnaire and outcomes of the research will be reliable.

Through description analysis, mean values which could be used as the important indicator to answer the questions are calculated in each part. And the answers to the questions mentioned above are shown as follows.

First, nearly all respondents agree on introducing new technology and external knowledge in the reform of the players, but more people pay attention to introducing new technology than introducing external knowledge (see table 4.2.1.2).

Second, most respondents think that both TVB and ATV have done a poor job in their programmes and services. But it is found that TVB has done a better job in the performance and impact than ATV for it got a higher score in both questions. (see table 4.2.1.3).

Third, the values of questions in group 3 are all around 3, which means most respondents in the research hold neutral point of views about the items of perspective and barriers of introducing new technology and external knowledge. But more people think TVB has a more promising prospect in introducing new technology and external knowledge and fewer barriers than that of ATV (see table 4.2.1.4).

The t-test analysis in this research is to identify whether there is significant discrepancy among different group of respondents with different background information. First, with the respect of introducing new technology and external knowledge, it is found that the attitude to introducing new technology and external knowledge will be different if the respondents are from different age bracket. It turns out that young people show more interest in introducing new technology and external knowledge. (see table 4.2.2.2).

Second, with the respect of the performance of ATV and TVB, it is found that respondents with different education background tend to have different feelings in the impact of TVB’s service. Better educated people seem to take TVB as a more influential player than the others do. (see table 4.2.2.3).

Third, with the respect of perspective and barriers to introducing new technology and external knowledge, it is found that people from different age brackets hold different view on the barriers of ATV’s introducing new technology and external knowledge. The younger people may be more optimistic about the reform. (see table 4.2.2.4).

Correlation analysis is the use of statistical correlation to identify the characteristic and evaluate the strength of the relations between variables. First, Hong Kong domestic free television programme service does face some problems which include the application of external knowledge; technological innovations reform and the need to learn more from other countries. Also, the service supplied by Hong Kong domestic free television programme service is not good enough to meet the requirements of people with similar age, marriage status or education background (see table 4.2.1.4).

Second, with the aspect of the performance of ATV and TVB, it is found that the older respondents, the more influential they think the impact of TVB on its TV programmes and services. The TV programmes and services of TVB have greater influence on married people. University students feel the impact of ATV on its TV programmes and services more influential (see table 4.2.2.4).

Third, with the aspect of perspective and barriers of introducing new technology and external knowledge, it is found that compared to working people and others, university students think the future plan of ATV on its TV programmes and services can make a strongly good performance. Compared to working people and others, university students think the future plan of TVB on its TV programmes and services can make a strongly good performance. (see table 4.2.3.4).

Generally speaking, all the objectives proposed in the first part have been fulfilled. Literature review first introduces how new technology and external knowledge are utilized in a specific field. Then questionnaires have been handed out and analysis has been made on the results of the questionnaire. Some of the previous theories have been justified by the analysis of the results of questionnaires and some new findings have also been displayed.

First, new technology and external knowledge should be introduced to TV players. Second, people are generally not content with the performance of the TV players. But most people think TVB has done a better job than ATV. Third, the prospective of introducing new technology and external knowledge is promising but there are also barriers. People have more confidence in TVB’s reforming than that of ATV.

5.2 Recommendations

5.2.1 Practical Implications of the Conclusions

After the various kinds of analysis on the attitude, perspective and barriers to introducing new technology and external knowledge, some key points have been found out in implementing reforming strategies and different strategies should be made for managers with different background information. How to create uncontested market space and make the competition irrelevant and to create uncontested market space and make the competition irrelevant is a key success on the road map and future planning (Richard R. Nelson, 1991).

5.2.1.1 Implementing Innovative Technologies

As is mentioned above, with the technological change and the rapid development of Internet, more and more audience do not spend much time on watching traditional television. They could choose the video they like from the internet. Thus, intelligent TV set should be provided to the audience. The intelligent TV set should be connected to the network of the provider. In this way, audience could choose the program they like just like they choose from internet.

Implementing innovative technologies could also help to break the duopoly in the industry. New technology could make contribute to the setup of the mechanism of admitting new provider. The audience rating of each program offered by each new provider could be recorded by a special device. In this way, the preference of audience could be totally known. And the provider of the more preferable programs could be introduced to the industry.

The audiences’ attitudes have changed much in watching television programs since the busy working life. People generally do not have long periods of time watch TV. People tend to watch TV in their scattered spared time. For example, people tend to watch TV during their journey to work on subway. Thus, new technologies should be introduced to make audience more convenient in watching TV. Some kinds of portable TV should be popularized so as to enable people to watch TV anywhere at any time. The wireless signal for TV program should also be launched so that audiences could receive the TV program they like.

5.2.2 Operational Recommendations for Hong Kong TV Program Operator

First, both new technology and external knowledge should be introduced to television programs and service. And new technology should be paid more attention to than external knowledge for more people emphasized on it. Young people care more about the new technology applied in the programmes and services. Thus, players who want to attract more young people should place more emphasis on introducing new technology to their programmes and services.

Second, the service and programs of ATV and TVB should both be enhanced for most people are not content with the performance of the two players. There are some reasons for watching TV: relaxation; companionship; passing time; learning or getting information; excitement or entertainment; forget something or escaping from something (R. A. Gbadeyan, 2010). In the research, people have more confidence in TVB’s introducing new technology and external knowledge than that of ATV. Thus, TVB should make plans to introduce new technology and external knowledge as soon as possible to enhance its programmes and services. And ATV should make more investigations to make strategies that are proper for itself.

Third, both TVB and ATV should pay attention to the barriers of introducing new technology and external knowledge though some of the respondents think TVB’s reforming perspective is more promising. Research in the field of strategic management suggests that firms obtain sustainable competitive advantages by implementing strategies that exploit their internal strengths, while neutralising external threats and avoiding internal weaknesses (Marvin B, 1988). ATV had better seek the other strategies for most respondents think there is great barrier in its traducing new technology and external knowledge.

5.3 Limitation of this Research

Although this research has been done completely, there are still so many limitation of this research that the accuracy and characteristics may be affected and the outcome could not be completely reliable. There are mainly four aspects of limitations in this research.

First, there are too many reclaimed questionnaires with the same background information of the respondents. For example, in the aspect of profession, there are much more working people than university students. Still, there may be limitations of their answers in that they may affected by the similar corporate culture. Thus, their answers tend to be of the same logic.

Second, there are only 105 respondents in the sample, still not enough for this kind of research. When the number of respondents in the sample is too small, there are usually two kinds of drawbacks. On one hand, many items in the background information of the respondents are same and in this way, respondents’ thought are affected by the same factors and they tend to choose the same answer to the same question. Thus, the statistics of this research could hardly be accurate and the results may not be reliable. On the other, there may be much more answers have not been revealed and the result of questionnaire may not reflect the thoughts of the majority of people. Thus, the analysis will be meaningless if the results are not accurate.

Third, there are some respondents who use PC or OS to watch TV. These people may watch the other kind of video much more than TV. Thus, they may not be so familiar with the TV programs. In this way, their answers may not be so reliable in the research.

5.4 Directions for Future Research

Now that there are so many limitations of this research, some key points should be paid attention to in the future research to acquire a more accurate result.

First, more respondents with different kind of background information should be added to the research sample. Both working people and university students, young people and old people, married people and unmarried people should be added to the sample. Only in this way, will there be enough kinds of answers in the questionnaire and all kinds of audience could be investigated.

Second, there should be more respondents in the future research. As is mentioned above, now that the background information should be added, the number of respondents should of course be added. Only in this way will all the background information be covered and there will be enough kinds of answers to do the research. There are also the other advantages of taking more respondents into the research. In the t-test analysis and correlation analysis, there must be enough respondents in the statistics or hardly any relation could be found among the variables. The number of respondents from one profession should be similar to another, or there may be too many people select the same answer to the same question and the results will not be reliable.

Third, the method that the respondents usually watch TV should be paid attention to. There must not be too many people who rarely watch the programs by TV. Respondents should be familiar with the programs and services provided by the players.

5.5 Reflection of Cross-projecting Learning Research

There are some difficulties that I encountered during the process of this research. On one hand, there are limited research has been done on this topic. Thus, the materials on the literature have not been easy to be found. Thanks to my teacher and my friend, I acquired enough materials for the research at last with their help. On the other hand, handing out the questionnaires has not been an easy task. The respondents should be carefully selected before the questionnaires are handed out. And communication should be frequently made after the questionnaires have been handed out or the questionnaires may not be recalled in time.

Through the process of this research, I have learned a lot. To better implement the research, literature review should be carefully made to know more about the theory and to make rational expectations. The questionnaire should be carefully designed to fit for the objectives and the expectations for the research.

To have the research better done, some key points should be remembered. First, the questionnaire should be delivered to more respondents to ensure the result to be more accurate. Second, more background information should be selected of the respondents. Third, the method of watching TV of the respondents should be paid attention to.