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系統識別號 U0026-1107202011465300
論文名稱(中文) OTT系統與內容品質對用戶知覺價值、黏著度、負面態度與忠誠度之影響–以Netflix與愛奇藝為例
論文名稱(英文) The Impacts of System and Content Quality on Users’ Perceived Value, Stickiness, Negative Attitude and Loyalty: Using Netflix and iQIYI as Examples
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 108
學期 2
出版年 109
研究生(中文) 周晏如
研究生(英文) Yen-Ru Chou
學號 R96074034
學位類別 碩士
語文別 中文
論文頁數 82頁
口試委員 指導教授-蔡東峻
口試委員-陳勁甫
口試委員-盧筱涵
口試委員-李奇勳
中文關鍵字 系統品質  內容品質  知覺價值  黏著度  負面態度  忠誠度 
英文關鍵字 System Quality  Content Quality  Perceived Value  Stickiness  Negative Attitude  Loyalty 
學科別分類
中文摘要 網際網路的蓬勃發展,使消費者能隨時隨地享受影音娛樂,這種多元彈性的服務模式,吸引眾多用戶選擇OTT平台作為媒體收視的管道。而各平台為求用戶付費訂閱,皆積極地購買節目版權、推出自製節目或是價格促銷,各家OTT平台如雨後春筍般出現,不僅帶來競爭也活絡了整個媒體產業。
本研究以台灣兩大境外平台為研究對象—Netflix與愛奇藝,探討兩平台的差異化特色,帶給用戶何種知覺價值,進而增加用戶黏著或產生忠誠的行為。研究架構以平台的系統與內容品質為前因,知覺價值為中介,黏著度與忠誠度則為用戶最後所表現的行為,並加入用戶觀看過多影片可能產生的負面情緒一同討論。
研究透過網路問卷針對使用Netflix或愛奇藝的使用者進行調查,有效樣本數為500份,結構方程式分析結果顯示,OTT平台品質中,以內容品質較能帶給用戶較高的價值,而知覺價值亦會對用戶黏著度與忠誠度產生影響,結果也顯示,當用戶黏著度越高,會讓用戶產生負面的態度。最後,本研究針對結果討論與分析,並提出吸引消費者與維持競爭優勢之策略參考。
英文摘要 With the emergence of online streaming services, consumers can watch videos anytime and anywhere. The flexible service attracts many users to choose the OTT platform as a mainly viewing platform. In order to gain more paying subscribers, streaming platforms have been aggressively buying rights for all kinds of country's content, producing original content, or offering price promotions. The rapid growth of OTT providers makes media and entertainment industry more competitive and dynamic. This research takes the system and content quality of online video platform as the antecedents, hedonic value as the intermediary, stickiness and loyalty as the consequences. Besides, due to watching too many videos may generate negative attitude, our research will also take negative attitude into account. The online questionnaire was used for data collection through social networks and forums which randomly selected users of Netflix or iQIYI. The valid number of sample was 500. The results of analysis show that the positive effect of content quality is bigger than the positive effect of system quality on hedonic value. And hedonic value also has positive effect on users' stickiness and loyalty. In addition, when higher level of stickiness, the more negative emotion they feel. The findings of the study provide a better understanding of the OTT industry and also provide valuable insights for OTT providers to attract consumers and maintain competitive advantage.
論文目次 第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 4
1.3 研究目的 8
1.4 研究流程 9
第二章 文獻回顧 10
2.1 OTT現況 10
2.2 享樂性價值 14
2.3 系統品質與內容品質 16
2.4 黏著度 22
2.5 負面態度 24
2.6 忠誠度 26
第三章 研究方法 28
3.1 研究架構與假設 28
3.2 抽樣對象 30
3.3 變數衡量 30
3.4 資料分析方法 34
3.5 問卷前測 36
第四章 結果分析與討論 39
4.1 問卷回收與資料處理 39
4.2 受測者基本資料 40
4.3 研究變數之敘述性統計分析 45
4.4 探索性因素分析 48
4.5 信效度分析 50
4.6 研究假設驗證 56
4.7 其他研究分析 61
第五章 結論與建議 64
5.1 研究結論 64
5.2 實務建議 67
5.3 研究限制與未來研究建議 69
參考文獻 70
附錄 問卷 77
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