傳播數位化得以行動收視的特性，帶動電視產業的動態連續型創新，閱聽眾除了定點收視之外，亦可透過行動數位電視（MDTV）閱聽電視節目。本研究採「隱喻抽取技術」，結合圖像與深度訪談進行質性研究，探索行動數位電視閱聽眾的收視偏好與動機，建構從使用標的－屬性－動機的共識模式，並比較手持式與車載式兩種不同MDTV 閱聽眾之異同。研究結果獲致MDTV 閱聽眾普遍選擇新聞、旅遊、運動賽事與音樂類型節目，並不偏好傳統電視收視眾所青睞的電影、戲劇與綜藝；兩組閱聽眾亦提出MDTV 凸出於傳統電視的便利性評價。從分組受訪者的訪談結果證實，使用手持式與車載式MDTV 之間確實存在差異，包括車載式閱聽眾提出安全的價值觀，經常是「聽」而不「閱」，使用MDTV 亦常非僅為本人使用，使用標的不限於電視節目內容，還包括附載於機身、有帶路功能的導航系統。至於多為閱聽眾個人使用的手持式，多反應對MDTV 節目內容有「不足」的感受。

The digitalization of broadcasting is provoking dynamically continuous innovation of TV, which allows audiences to watch mobile digital TV (MDTV) on the move, in contrast to traditional fixed-location TV. This research used the Zaltman Metaphor Elicitation Technique, combined images and in-depth interviews to conduct qualitative research, in order to explore MDTV audiences’ viewing preferences, consequences and values, including a comparison of the differences between handheld and vehicular MDTV equipment. The results of the study indicated that MDTV viewers highly evaluated the convenience of MDTV, preferred news, travel, sports and music programs, as opposed to traditional TV viewers’ preferences for movies, dramas and light entertainment. The results also verified the existence of differences between handheld MDTV and vehicular MDTV viewers, e.g. vehicular MDTV viewers placing an additional emphasis on safety, often not using MDTV solely for themselves and also using the GPS function when not watching television programs. A majority of handheld MDTV viewers meanwhile used it individually and reported a greatly insufficient program choice.