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研究生:鄭婷方
研究生(外文):CHENG, TING-FANG
論文名稱:影響使用OTT TV APPs持續使用意圖之因素
論文名稱(外文):Analysis of Factors Affecting Continuous Use Intention of OTT TV APPs
指導教授:阮金聲阮金聲引用關係
指導教授(外文):ROAN, JIN-SHENG
口試委員:吳英隆簡建忠
口試委員(外文):WU, ING-LONGJEAN, CHIAN-CHONG
口試日期:2017-07-28
學位類別:碩士
校院名稱:國立中正大學
系所名稱:資訊管理學系碩士在職專班
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:69
中文關鍵詞:OTT TV影音串流期望確認理論資訊系統成功模式持續使用意圖
外文關鍵詞:OTT TVStreaming MediaExpect Confirmation TheoryInformation Systems Success ModelIS Continuance Model
相關次數:
  • 被引用被引用:2
  • 點閱點閱:454
  • 評分評分:
  • 下載下載:8
  • 收藏至我的研究室書目清單書目收藏:0
隨著網路的快速發展,影音平台APPs已能穩定的提供資訊品質,也因智慧型手機的興起與普及,改變了許多使用情境上的收視習慣,使用者可在任何時間及地點觀看影片,極具便利性,不在需要受限於時間、家中或有電視的地方才可提供使用者觀賞。
  本研究以OTT TV APPs影音平台使用者為研究對象,來探求其持續使用影音平台的立要因素,本研究採用網路問巻調查法,蒐集到251份有效問巻,回收之有效問卷以結構方程模式進行分析。
  研究結果:(1)認知有用性與滿意度會影響持續使用意圖。(2)系統品質、資訊品質與確認會影響認知有用性(3)服務品質與認知有用性無正相關(4)互動性與時間平移會影響系統品質(5)個人化會影響資訊品質。

With the rapid development of the Internet and the rise and popularity of smart phones, the OTT video service now can provide stable quality of information for users and also change their viewing habits. The service brings convenience to users that they can watch the video at anytime and anywhere without limitation of time or location anymore.

In this study, we use OTT TV APP platform users as the research object to explore the essential factors of continuous use of video platform. This study applied online survey as the research method and collected 251 valid questionnaires, the effective questionnaires were analyzed by Structural Equation Model .

The result shows that: (1) perceived usefulness and satisfaction will affect intention of continuous usage (2) system quality, quality of information and confirmation will affect the perceived usefulness (3) service quality and cognitive usefulness is not positive correlated (4) interaction and time shifting will affect the quality of the system (5) Personalization will affect the quality of information.

目錄 i
圖目錄 iii
表目錄 IV
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 3
第二章 文獻探討 4
第一節 影音串流定義 4
第二節 OTT TV定義 5
第三節 互動性及個人化 7
第四節 計畫行為理論 9
第五節 科技接收模式 11
第六節 期望確認理論 13
第七節 資訊成功模型 15
第八節 資訊系統持續使用模型 17
第三章 研究方法 18
第一節 研究架構 18
第二節 研究假說 19
第三節 變數之操作型定義 23
第四節 問卷設計 30
第五節 問卷調查與對象 31
第四章 資料分析與結果 32
第一節 問卷回收狀況 32
第二節 樣本結構分析 32
第三節 信度與效度分析 39
第四節 結構方程模式分析 45
第五節 假設檢定結果 48
第五章 結論與建議 52
第一節 研究結論 52
第二節 研究貢獻 54
第三節 研究限制 55
第四節 未來研究建議 56
參考文獻 57
【英文部分】 57
【中文部份】 62
【網路部分】 62


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國立清華大學科技法律研究研碩士論文,未出版,新竹市。

【網路部分】
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鄭仁富(2014)。2014行動行銷策略關鍵報告。資策會FIND(2014臺灣行動行銷市場關鍵報告發表會),民106年10月2日,取自http://www.iii.org.tw/Press/NewsDtl.aspx?fm_sqno=14&nsp_sqno=1402
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國家通訊傳播委員會(2014)。電視使用行為及滿意度調查報告,民105年10月12日,取自:http://www.ncc.gov.tw/chinese/files/15090/3359_32090_150904_1.pdf
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https://www.bamid.gov.tw/ezfiles/0/1000/img/9/218312692.pdf

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