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研究生:阮煒哲
研究生(外文):JUAN, WEI-CHE
論文名稱:以延伸整合科技接受模式探討Netflix用戶的持續使用意圖-以沉浸經驗為中介變項
論文名稱(外文):A Study of the Continuous Usage Intention of Netflix Users on the UTAUT2 – Flow Experience as a Mediating Variable
指導教授:温福星温福星引用關係
指導教授(外文):WEN, FUR-HSING
口試委員:吳啟絹熊欣華
口試委員(外文):WU, CHI-CHUANHSIUNG, HSIN-HUA
口試日期:2020-05-13
學位類別:碩士
校院名稱:東吳大學
系所名稱:國際經營與貿易學系
學門:商業及管理學門
學類:貿易學類
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:96
中文關鍵詞:Netflix延伸整合科技接受模式沉浸經驗串流影音平台
外文關鍵詞:NetflixExtended Integrated Technology Acceptance ModelFlow ExperienceVideo Streaming Services
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近幾年Netflix的快速崛起,全球用戶人數在短時間內有著倍數的增長,2020年吸引了1.6億人口的目光,成長速度相當驚人。從行銷角度來觀察,用戶們忠誠地持續使用Netflix的關鍵因素在於「沉浸」,沉浸已成為消費者持續使用科技產品相當重要的感受,透過科技產品所提供的服務,促使消費者在渾然不覺中陷入沉浸的狀態。
因此,探討Netflix何項使用動機會促進用戶進入沉浸狀態,儼然已成為研究中相當重要的課題。本研究應用延伸整合科技接受模式結合沉浸經驗與知覺風險為研究架構,透過網路調查550份Netflix用戶的使用經驗,運用R統計軟體進行實證分析,其結果顯示績效預期、價格價值、習慣與沉浸經驗皆會提升用戶的持續使用意圖,而績效預期、社會影響與享樂價值皆會加深其沉浸狀態,且會再透過沉浸經驗間接提升其持續使用意圖,從結果中發現沉浸經驗扮演相當重要的中介變數。另外在調節效果部分,低程度的知覺風險用戶在績效預期對沉浸經驗的感受程度比高程度的知覺風險用戶還要強烈,相反地,低程度的知覺風險用戶卻在享樂動機對沉浸經驗的感受程度則比高程度的知覺風險用戶還微弱,此發現值得進一步的討論。
從行銷角度解釋研究結果,發現要能夠走進消費者的心理層面,需要透過沉浸經驗正面的影響才能讓消費者成為Netflix的忠實用戶。關鍵點就在於提升Netflix的內容、社交功能以及用戶的享樂價值,促使消費者沉浸於Netflix之中,並且解決隱私風險的因素,藉以提升用戶的持續使用意圖。

Netflix is growing rapidly recently. The number of users around the world has grown exponentially in a short period of time. In 2020, Netflix has attracted the attention of 160 million people. From a marketing perspective, the key factor for users to continue using Netflix is "flow". Flow has become a very important feeling for consumers to continue using technology products. The services provided by technology products have driven consumers indulging into flow state.
Therefore, exploring what factors will drive users into the flow state in Netflix has become an important issue. This study provides a framework applied concepts of the extended unified theory of acceptance and use of technology, flow theory and perceived risk to study Netflix. After collecting 550 samples of Netflix users' experience through the websites, the study utilizes R statistical software for empirical analysis. The results show that performance expectancy, price value, habits, and flow experience all positively influence continuous use intention. Moreover, performance expectancy, social influence and hedonic motivation will enhance flow experience, which further positively indirect enhance continuous use intention. In addition, different perceived risk makes significant differences in flow experience. From the results, it is found that flow experience plays an important role of mediator. We find that low-level perceived risk users feel more strongly relationship performance expectancy and flow experience than high-level perceived risk users. Conversely, users with low-level perceived risk have a lower degree of slope between hedonic motivation and flow experience than users with high-level perceptual risk. This finding is worth further of investigating.
Explaining the research results from marketing perspective, it is found that it is necessary to enter the psychological state of consumers in order to make consumers become loyal users of Netflix. Therefore, the key point is to improve Netflix's content, social functions and user enjoyment value, which prompts consumers to flow into Netflix. Furthermore, the concern of privacy risk should be solved so that enhances the user’s continuous use intention.

第一章 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 重要名詞釋義 6
第二章 文獻探討 7
第一節OTT影音服務與Netflix 7
第二節 延伸型整合科技接受模式相關理論 9
第三節 沉浸理論 19
第四節 知覺風險 22
第三章 研究方法 23
第一節 研究架構 23
第二節 構面間關係及假設推衍 24
第三節 變項之操作性定義與衡量問項 29
第四節 研究對象與資料蒐集 35
第五節 分析方法與工具 36
第四章 實證分析結果 38
第一節 敘述性統計分析 38
第二節 探索性因素分析 43
第三節 驗證性因素分析 52
第四節 結構方程模型的假設驗證 57
第五章 結論與建議 64
第一節 結論與討論 64
第二節 研究貢獻 69
第三節 研究限制與未來建議 71
參考文獻 73
附錄一 問卷 81
附錄二 題項聚合(item parceling) 88
附錄三 整體結構模型適配度結果 89


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11.温福星、邱皓政(2009)。組織研究中的多層次調節式中介效果:以組織創新氣氛、組織承諾與工作滿意的實證研究為例。管理學報,第26卷,第2期,頁189-211。
12.黃秀茵(2016)。以科技接受模式與沉浸理論探討手機遊戲使用意圖,國立屏東大學行銷與流通管理學系碩士論文。
13.黃茂雄、王永心、陳世智(2015)。應用UTAUT2模式探討影響MOD服務採用之相關因素,2015年第二十六屆國際資訊管理學術研討會。
14.黃暘恂(2018)。閱聽人追劇行為研究—以Netflix原創影集為例,臺灣師範大學圖文傳播學系學位論文,頁1-86。
15.葉家妤(2017)。遊戲直播平台使用意圖與贊助意願之研究-以Twitch為例,國立臺灣科技大學企業管理系碩士論文。
16.鄒珮甄(2012)。認知專注與社會臨場感對於虛擬社群持續使用意圖之影響,臺中科技大學資訊管理系碩士班學位論文。
17.鄧景宜、銀慶剛、方珮芝(2012)。線上遊戲忠誠顧客的人格特質對跨期忠誠度的影響,管理學報,29卷,6期,頁559-581。
18.鄭中平、許清芳(2015)。R在行為科學之應用,台北:雙葉書廊有限公司。
19.謝宏賜(2000)。以社會認知理論探討網路搜尋策略,國立中山大學資訊管理學系碩士論文。

網路部分
1.資策會FIND(2019)。電影的沉浸&互動式體驗:NETFLIX《黑鏡:潘達斯奈基》與臺灣金馬影展VR電影《5X1》。上網日期:2019/09/25,取自:https://www.find.org.tw/index/wind/browse/a51250d337e1874995fedc528fe5488e/
2.數位時代(2019)。各方巨頭都到了,影音串流的戰國時代來臨。上網時間:2019年9月10日,取自https://www.bnext.com.tw/article/53575/future-of-ott
3.魯皓平(2016)。打破傳統收視習慣!為什麼Netflix能這麼成功?上網日期:2019年9月15日,取自:https://www.gvm.com.tw/article/31075
4.數位時代(2019)。7部影劇見證Netflix的王者之路,你看過幾部?上網時間:2019年9月15日,取自https://www.bnext.com.tw/article/54383/netflix-7-popular-films
5.Netflix官網。上網日期:2019年9月20日,取https://www.netflix.com/tw/
6.iBuzz網路口碑研究中心(2019)。線上串流影音平台正夯,臺灣粉絲最愛誰? 上網時間:2019年9月20日,取自:https://blog.dcplus.com.tw/marketing-knowledge/social_marketing/141193
7.數位時代(2015)。網路直播超展開,大吸眼球。上網時間:2020年3月5日,取自:https://www.bnext.com.tw/article/35911/BN-2015-04-09-153234-36
8.數位時代(2020)。Netflix第一季用戶激增1,580萬超乎預期,為什麼還對投資人示警?上網時間:2020年4月29日,取自:https://www.bnext.com.tw/article/57393/netflix-earnings-coronavirus-pandemic-streaming-entertainment
9.財經新報(2020)。亞馬遜、Netflix 飆歷史高抵銷財報隱憂,費半勁揚。上網時間:2020年4月29日,取自:https://finance.technews.tw/2020/04/17/us-stock-market-0417/
10.Statista Research Department, “Estimated number of active streaming subscribers to Netflix in Taiwan from 2016 to 2020”, Statista, 20 June 2020.
Available:https://www.statista.com/statistics/607693/taiwan-netflix-subscribers/
11.Jenny Chang(2020), “Number of Netflix Subscribers in 2020: Growth, Revenue and Usage”, FinancesOnline, 20 June 2020.
Available: https://financesonline.com/number-of-netflix-subscribers/


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