本研究旨在探討閱聽人主動搜尋未來互動電視加値資訊服務，及其 在習慣收視傅統電視的情形之下，使用互動電視的加値服務意願。針對 影-閱聽人使用意願的面向，本研究將互動電視加値資訊，依據互動程 度、互動模式以及不同節目類型提供的互動資訊等三個層面來探討。本 研究透過使用者測試(usability test)，讓受測者實際使用研究中所設計的 互動介面，再透過訪談的方式瞭解使用者在實際使用之後，對於互動資 訊的看法。 研究發現，研究者所設計的互動介面符合使用者評估的標準。透過 訪談得知，互動程度、互動模式及節目類型對於使用者使用加値資訊， 雖然都有不同形式的影《，然而「個人的需求」，卻是左右閱聽人願不 願意主動呼叫加値資訊出來觀看的主要因素。

This research aims to explore the intention of analog TV users, who have been used to passive watching on TV programs, in using value-added service of interactive television (iTV). Level of interactivity and mode of interactivity are analyzed to find out different ways of influencing viewer’s intention. In order to understand the influence of using intention, method of usability test is employed. At first, sixteen participants used the specially designed iTV interface of baseball program to respond to researcher's 31 questions. Then, six out of fourteen participants were further interviewed for understanding their opinions about iTV's value-added service. The result shows that the level and mode of interactivity and program types may influence the intention of using value-added service when they watch iTV. Individual needs, however, are the critical factor in using iTV service.