後疫情時代串流影音平台之消費行為分析

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/52933

Title:	後疫情時代串流影音平台之消費行為分析
Authors:	張筌鈞
Contributors:	國際貿易學系
Keywords:	疫情串流平台刺激-有機-反映模型訂閱意願
Date:	2023
Issue Date:	2023-09-07 11:17:26 (UTC+8)
Abstract:	在2019年年底爆發的covid-19徹底的改變了人類的生活方式，疫情爆發初期，由於醫學界還沒發展出可以治療Covid-19的藥物或是疫苗，大部分的政府只能用隔離民眾的方式來控制疫情，因此許多民眾的人身自由被限制在自家中，在家中的時間一長自然需要娛樂方式，價格便宜、使用起來方便的串流影音平台自然成為不少家庭和個人的首選，疫情之後爆發之後，串流影音平台的訂閱數也大幅的增長，本文章會藉由「刺激- 有機- 反應」模型來解析串流平台如何在疫情爆發民眾隔離在家時吸引大量的訂閱數。研究採用問卷調查法，共取得255份有效樣本，進行結構方程模型的資料分析。研究結論顯示所提出的九項主假說中，共有六項獲得支持，也就是對全體樣本而言，能夠驅動OTT串流影音平台感知價值的包含了打發時間、個性化跟價格，且一旦驅動感知價值之後，則可影響訂閱意圖、心流感應以及依附。若將樣本分為高疫情敏感及低疫情敏感兩群，則發現低疫情敏感者較在乎娛樂價值、導航性及售價，高疫情敏感者則較在乎導航及個性化。希望此結論可供相關業者作為製定未來策略之參考依據。 The outbreak of covid-19 at the end of 2019 has completely changed the way of life of human beings. In the early stage of the outbreak, because the medical community has not yet developed a drug or vaccine that can treat Covid-19, most government can only control the epidemic by isolating people, so many people’s personal freedom is restricted in their own homes. Due to staying at home for a long time, entertainment is naturally required. The cheap and easy-to-use streaming video platform has naturally become the first choice of many families and individuals. After the outbreak of the epidemic, the number of subscriptions to streaming video platforms has also increased significantly. This article will use the "stimulus-organic-response" model to analyze how streaming video platforms can attract a large number of subscriptions when people are isolated at home during the outbreak. The research adopts the internet questionnaire survey method, obtains 255 valid samples, and conducts the data analysis of the structural equation model. The research conclusion shows that support for 6 out of 9 main hypotheses proposed. For all samples, what can drive the perceived value of the OTT streaming audio-visual platform includes passing time, personalization and price, once the perceived value is driven, the consumers have higher subscription intention, flow and attached. If the samples are divided into two groups with high epidemic sensitivity and low epidemic sensitivity, it is found that those with low epidemic sensitivity care more about entertainment value, killing time and price, while those with high epidemic sensitivity care more about navigability, personalization. The conclusions can be used as a reference for the relevant industry to formulate future strategies.
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