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研究生:邱如瑄
研究生(外文):Chiu, Ju-Hsuan
論文名稱:科技接受模型與知覺價值對再訂閱意圖之研究-信任以及顧客參與的中介效果
論文名稱(外文):A Study of TAM Model and Perceived Value on Resubscribed Intention:The Mediation of Trust and Customer Engagement
指導教授:吳師豪吳師豪引用關係
指導教授(外文):Wu, Shih-Hao
口試委員:吳師豪許英傑蔡靜宜
口試委員(外文):Wu, Shih-HaoHsu,Yin-ChiehTsai, Jing-Yi
口試日期:2020-06-24
學位類別:碩士
校院名稱:國立高雄科技大學
系所名稱:行銷與流通管理系
學門:商業及管理學門
學類:行銷與流通學類
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:75
中文關鍵詞:訂閱模式串流媒體業科技接受模型顧客知覺價值顧客參與再訂閱意圖
外文關鍵詞:Subscription Economy ModelStreaming MediaTAM ModelCustomer Perceived ValueCustomer EngagementRe-subscribed Intention
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隨著寬頻網路及串流技術的提升,愈來愈多企業轉向訂閱經濟模式(subscription economy model),以顧客為核心,透過彈性的隨訂隨停方案及大數據分析,提供消費者更精準的有形產品或無形服務體驗。McKinsey(2018)研究指出,訂閱商務市場每年成長超過100%。這個全新商業模式不但對企業帶來穩定收入,更能與顧客建立長期關係。串流媒體業者(如:Netflix、愛奇藝、KKBOX和Spotify等...)透過訂閱商務模式的平台,蓬勃發展並擴大服務範圍,同時也改變消費者觀看影音的習慣。
本研究目的旨在探討訂閱制串流媒體產業中,藉由科技接受模型(TAM Model)和顧客知覺價值驅動消費者對串流媒體平台的參與及信任,而最終影響再訂閱意圖。本研究採便利抽樣法,以曾在訂閱制串流媒體平台使用之消費者為研究對象,透過網路問卷的方式共取得439份有效樣本,並以結構方程式(SEM)驗證研究之假設關係。研究發現如下:
1.認知有用性、享樂價值、功利價值對顧客參與皆具有正向顯著影響。
2.認知有用性與功利價值對信任皆具有正向顯著影響,唯享樂價值對信任雖具有正向影響關係但不顯著。
3.顧客參與、信任對再訂閱意圖皆具有正向顯著影響,其中顧客參與的影響具最大效果。
本研究依據上述發現,提出具體的理論與實務意涵。

With the advances of broadband and streaming service, the increasing numbers of corporates turn to a customer-centered strategy– subscription economy model in recent years. By implementing big data analysis and flexible plans, customers can enjoy products with exquisite service. According to research from McKinsey (2017), the annual growth of the subscription e-commerce market is more than 100%. This brand-new business model not only brings stable income to corporates but also builds a long-term relationship with customers. By developing the model of subscription model platform, streaming media such as Netflix, KKbox, iqiyi, and Spotify are expanding their services and changing the viewing habits of audiences.

The purpose of the study is to explore the correlation between the two models(TAM and Customer Perceived Value) hat drive customers’ trustworthiness and engagement towards streaming media and the intention of re-subscription from customers. The subjects in this research are people who used to choose a subscription plan on streaming media. By adopting Convenience Sampling to collect 439 valid samples through an online survey and SEM to verify the hypothesis of the research. The following are the findings:(1)Perceived Usefulness, Hedonic Value, and Utilitarian Value has a significant positive influence on customer participation. Perceived Usefulness has found as the key factor for customers to subscribe again among them. (2)Perceived Usefulness and Utilitarian Value both have a positive effect on viewers’ trust. Hedonic Value has a nonsignificant positive influence on trustworthiness. (3)Customer participation and trustworthiness both have a positive influence on the intention to re-subscribe. Customer participation plays a vital role in bringing the biggest effect.

This research will propose specific theories and practical application based on the aforementioned discovery.

目錄
中文摘要 i
Abstractii
誌 謝iii
目 錄iv
表目錄v
圖目錄vi
第壹章 緒論1
第一節 研究背景與動機1
第二節 研究目的5
第三節 研究範圍6
第四節 研究流程6
第貳章 文獻探討 8
第一節 建構實證模型之理論觀點8
第二節 各構面文獻探討9
第三節 各構念間之實證關係15
第參章 研究方法 19
第一節 研究架構 19
第二節 研究變數的定義與衡量19
第三節 研究對象與資料收集方法26
第四節 問卷設計與預試26
第五節 資料分析方法29
第肆章 研究分析與討論30
第一節 樣本輪廓描述30
第二節 各構面描述統計分析32
第三節 實證模式估計34
第四節 實證結果之討論46
第伍章 結論與建議48
第一節 研究發現48
第二節 理論與實務意涵49
第三節 研究限制與未來研究方向53
中文文獻 55
附錄 研究問卷63

表目錄
表 1-1 國內外訂閱經濟案例2
表 3-1本研究各構面衡量項目彙總表23
表 3-2 前測問卷之信度結果28
表 4-1 樣本輪廓描繪31
表 4-2 受訪者消費行為分析32
表 4-3 各構面描述性統計分析33
表 4-4 KMO值與Barlett球型檢定34
表 4-5 信度檢定與因素分析35
表 4-6 測量模式之配適度檢定38
表 4-7 測量模式估計39
表 4-8 各構面相關矩陣與區別效度41
表 4-9 整體結構模式之配適度檢定42
表 4-10 整體結構模式估計結果44
表 4-11 整體結構模式直接、間接、總效果彙整表45
表 5-1 假設檢定結果彙總表49

圖目錄
圖 1-1訂閱經濟指數成長幅度3
圖 1-2 研究流程圖7
圖 2-1 科技接受模型8
圖 3-1本研究架構 19
圖 4-1 本研究結構模式圖37
圖 4-2 結構模式估計43


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