臺灣博碩士論文加值系統

近年來，越來越多的消費者開始使用OTT影音串流平台。這種影音服務已經在全球範圍內得到廣泛應用，逐漸改變了消費者的媒體消費習慣。隨著全球疫情的蔓延，加速推動OTT影音串流平台的崛起，然而，消費者對這些平台的依賴是否會持續，還是僅僅是疫情期間的暫時現象，仍然是一個值得探討的問題。本研究旨在探討何種因素影響了消費者的持續使用意願。本研究以「IS接受後持續使用模式」作為理論基礎，探討消費者對於OTT影音串流平台的「體驗價值」、「服務品質」、「內容品質」、「確認」、「知覺有用性」、「滿意度」和「習慣」等因素對持續使用意願之影響。本研究方法採用量化研究之問卷調查法，以國內具有OTT影音串流平台觀看經驗的消費者，透過網路發放問卷蒐集研究資料，總共回收342份問卷，有效問卷為301份。研究資料使用SPSS 20.0與SmartPLS 4.0統計分析軟體進行敘述性統計、測量模式分析、結構模式分析以及假說驗證。研究結果顯示：(1)「體驗價值」、「內容品質」與「確認」對「滿意度」有正向顯著影響；(2)「服務品質」、「內容品質」與「確認」對「知覺有用性」有正向顯著影響；(3)「知覺有用性」、「滿意度」與「習慣」對「持續使用意願」有正向顯著影響；(4)「知覺有用性」對「滿意度」有顯著影響；以及(5)「滿意度」對「習慣」有顯著影響。

In recent years, an increasing number of consumers have started using Over-the-top (OTT) media platform. This type of video service has been widely used globally, gradually changing consumers' media consumption habit. With the spread of the global pandemic, it has accelerated the rise of OTT media platform. However, whether consumers' reliance on these platforms will persist or is merely a temporary phenomenon during the pandemic remains a question worth exploring. This study aims to explore the factors influencing consumers' continuance intention to OTT media platform. This research uses the post-acceptance model of IS continuance as the theoretical foundation to further explores the impact of factors such as experience value, service quality, content quality, confirmation, perceived usefulness, satisfaction, and habit on consumers' continuance intention to OTT media platform. In this study, the questionnaire survey method of quantitative research is used as the research method, and domestic consumers who have experience with OTT media platform are the subjects of the test. We conduct data analysis with partial least squares using SPSS 20.0 and SmartPLS 4.0 statistical software. Research results show that experiential value, content quality and confirmation has a significant impact on satisfaction; service quality, content quality and confirmation has a significant impact on perceived usefulness; perceived usefulness, satisfaction and habit has a significant impact on continuance intention; perceived usefulness have a significant impact on satisfaction; satisfaction have a significant impact on habit.

摘要......................................i
Abstract.................................ii
誌謝.....................................iii
目錄......................................iv
表目錄...................................vii
圖目錄....................................ix
第一章 緒論................................1
1.1 研究背景與動機.................... ....1
1.2 研究目的...............................4
1.3 研究流程...............................5
第二章 文獻探討............................6
2.1 OTT影音串流平台........................6
2.1.1 OTT影音串流平台之定義.................6
2.1.2 OTT影音串流平台的經營模式.............7
2.1.3 OTT影音串流平台之使用者...............9
2.2 IS接受後持續使用模式...................14
2.2.1 期望確認理論.........................14
2.2.2 IS接受後持續使用模式..................15
2.3 體驗價值...............................16
2.4 服務品質...............................18
2.4.1 服務品質之定義........................18
2.4.2 服務品質之衡量構面....................20
2.5 內容品質...............................22
2.6 滿意度.................................24
2.7 習慣...................................26
2.8 持續使用意願...........................28
2.8.1 持續使用意願之定義....................28
2.8.2 影音串流平台持續使用意願相關研究.......29
第三章 研究方法............................31
3.1 研究架構...............................31
3.2 研究假說...............................32
3.3 研究變數之操作型定義....................36
3.4 研究對象...............................40
3.5 問卷設計...............................40
3.6 資料處理與分析..........................41
第四章 資料分析.............................43
4.1 前測分析...............................43
4.2 受測者基本資料分析......................43
4.3 研究構面之敘述性統計分析.................47
4.4 測量模式分析............................49
4.4.1 信度分析.............................51
4.4.2 效度分析.............................52
4.5 結構模式分析...........................54
第五章 結論與建議...........................60
5.1 理論貢獻...............................60
5.2 學術貢獻...............................62
5.3 實務貢獻...............................63
5.4 研究限制...............................64
5.5 未來建議...............................65
參考文獻...................................66
中文文獻...................................66
英文文獻...................................67
網路資料...................................76
附錄.......................................79
Extended Abstract..........................85

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