隨著目前數位內容加值服務的競爭環境，數位內容提供者可能被迫走向削價競爭，因此如何提供個別化與加值服務來開闢新的獲利來源，是目前國內各數位內容學習網站經營者之挑戰。因此，本研究的研究目的為找出不同的數位內容加值服務使用動機，在會員個人特質下，對不同的數位內容加值服務的需求。
研究方法方面，根據研究目的，探討國內外數位內容加值服務的發展狀況、會員的加值動機與行為，分為兩部分：第一個部分分析目前網路上與個案研究對象相類似的數位內容加值服務網站，比較所提供的加值服務/功能、經營模式；另一部分則是分析個案研究對象加值服務狀況及會員加值服務的動機及意願。問卷調查法則是利用網路問卷方式，收集本個案研究對象-藍色小舖的會員對於使用數位內容加值服務的動機、意願及滿意度。
本研究希望藉由探討會員對於目前學習網站所提供的數位內容加值服務模式的使用動機，找出會員對於不同的內容資訊所需的加值服務及意願。以提供相關數位內容學習網站經營者，對於網站內數位內容的規劃，以及是否實施內容收費之決策參考。
As the result of the competitive digital content value-added service environment, digital content providers may be forced to drop prices in order to become more competitive; therefore, the biggest challenge that all the digital content learning website owners are facing now is how to provide customized and value-added service in order to find a new way to increase profits. In order to become a lasting business, providers not only need to be able to provide a complete value-added service, but also need to understand users’ true needs, improve interactions between users, and provide better value-added services.
According to the research objectives, this research is aimed to discuss the development condition of digital content value-added service nationally and internationally, members’ motivations and actions for value-added service. The discussions are divided into two sections. The first section is to analyze and compare value-added services and functions from general and major research websites which provide similar digital content value-added service. The second section is to analyze major research website’s value-added service condition and its member’s motivations and willingness for joining value-added service. The questionnaire research method utilizes website questionnaires to collect major research website - blue shop members’ motivations, willingness, and satisfactions for utilizing digital content value-added service.
The main target of this research is to discuss members’ motivations to utilize digital content value-added services that are provided by current digital content learning websites. In addition, it will find out members’ needs and willingness of value-added services in different types of websites. This research will provide helpful information for digital content learning website owners on how to design digital contents and whether to collect fees for the service.
