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研究生:吳麗敏
研究生(外文):WU,LI-MING
論文名稱:感知價值、持續使用意圖、黏著度與沉浸關係之研究:以OTT影音平臺為例
論文名稱(外文):A Study on the Relationships among Perceived Value, Continuous Usage Intention, Stickiness and Flow:an Example of OTT TV
指導教授:曾清枝曾清枝引用關係
指導教授(外文):TSENG,CHING-CHIH
口試委員:曾清枝張四薰黃怡芬
口試委員(外文):TSENG,CHING-CHIHCHANG,SZE-HSUNHUANG, YI-FEN
口試日期:2020-05-23
學位類別:碩士
校院名稱:大葉大學
系所名稱:管理學院碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:125
中文關鍵詞:感知價值持續使用意圖黏著度沉浸OTT影音平臺
外文關鍵詞:Perceived valueContinuous usage intentionSticknessFlowOTT video platform
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透過網際網路將數位影音內容傳輸到使用者的各式聯網終端服務的OTT影音串流平臺,不僅帶給人們更便利、更個人化的戲劇觀賞體驗,也造就了滑世代追劇熱潮的現象,進而挑戰傳統影視服務業者的商業模式。本研究以感知價值、持續使用意圖、黏著度與沉浸為理論基礎,據以探討使用者對於OTT影音平臺的感知程度及其使用行為。本研究針對曾經使用OTT影音平臺觀看影音內容的使用者做問卷調查,總計蒐集340份有效樣本,分析結果顯示:(1)感知價值對持續使用意圖具有正向顯著影響,其中子構面易用性對持續使用意圖具有正向影響的假設不成立。(2)沉浸體驗對持續使用意圖具有正向顯著影響。(3)沉浸體驗對黏著度具有正向顯著影響。(4)持續使用意圖對黏著度具有正向顯著影響。據此本研究管理意涵有四:滿足使用者重視的價值、與使用者共創體驗價值、創造持續使用的會員訂閱制、鞏固舊用戶的黏著度等四個探討面向。
The OTT platforms that offered digital streaming contents directly to consumer’s connected devices via internet, not only bringing more friendly and personalized viewing experience, but also have given rise to binge watching trend, and challenging the business model of traditional TV industry. The core focus of this study is to understand and analyze the effect of perceived value, continuous usage intention, flow and stickiness related to OTT video streaming platforms. In this study, a questionnaire designed to test study’s model was created. A total of 340 questionnaires were completed and used in the analysis. The findings suggest that the perceived value has significant effect on continuous usage intention, while the ease of use has limited effect on continuous usage intention. The immersion experience has a positive and significant effect on continuous usage intention. Immersive experience also has a positive and significant impact on adhesion and continuous usage intention have a positive and significant effect on adhesion. The findings of study suggest OTT managers to focus on what customers value, customer experience value creation, continuous intention to subscribe and stickiness of customer.
中文摘要 iii
ABSTRACT iv
誌謝 v
目錄 vi
圖目錄 viii
表目錄 ix
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 8
第四節 研究流程 9
第二章 文獻探討 11
第一節 OTT影音平臺之定義與現況 11
第二節 感知價值 21
第三節 持續使用意圖 29
第四節 黏著度 32
第五節 沉浸理論 33
第六節 變數間之相關性 37
第七節 研究架構之建構 40
第三章 研究方法 42
第一節 研究架構與假設 42
第二節 研究變數操作型定義與衡量 43
第三節 研究對象與抽樣方式 49
第四節 資料分析方法 51
第五節 預試結果分析 54
第四章 資料分析與結果 67
第一節 信效度分析 67
第二節 敘述性統計分析 69
第三節 差異分析 78
第四節 變數間相關分析 81
第五節 迴歸分析與假設驗證 83
第五章 結論與建議 92
第一節 研究摘述 92
第二節 研究結論 93
第三節 研究貢獻與管理意涵 97
第四節 研究限制與未來研究建議 101
參考文獻 103
附錄 121


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