| 摘要: | 近年來臺灣OTT影音市場成長幅度顯著，為瞭解推動其消費者的使用動機，本研究選擇使用與滿足理論當基礎，同時參考過去相關文獻，定出娛樂性、放鬆、陪伴、社交互動、資訊追求、方便瀏覽、追劇行為、感知費用等八個使用動機，並探討哪些使用動機會影響消費者對OTT影音平台的訂閱意圖及持續使用意圖。
本研究採問卷調查法，共蒐集有效問卷163份，將題項內容進行敘述性統計、信度分析、因素分析和迴歸分析後得出資訊追求、方便瀏覽、追劇行為正向影響訂閱意圖；娛樂性、方便瀏覽、追劇行為正向影響持續使用意圖；感知費用則負向影響訂閱意圖及持續使用意圖。
學術貢獻上，本研究擴展過去使用與滿意理論中的影音串流平台的使用動機構面，並確認影響消費者訂閱與持續使用OTT影音平台的意圖之關鍵因素；實務貢獻上，本研究的發現可提供影音串流平台業者進行保留客戶和增加既有客戶之忠誠度的做法以及拉攏新客戶之行銷手段，作為參考。
In recent years, Taiwan's OTT streaming media market has experienced significant growth. To understand the motivations driving consumer usage, this study is based on the Uses and Gratifications Theory. At the same time, this study references past relevant literature. It identifies eight usage motivations: entertainment, relaxation, companionship, social interaction, information seeking, ease of browsing, binge-watching behavior, and perceived cost and explores which of these usage motivations influence consumers' subscription intentions and continuation intentions for OTT streaming platforms.
This study utilized a questionnaire survey method, collecting a total of 163 valid responses. After conducting descriptive statistics, reliability analysis, factor analysis and regression analysis on the collected data, it was found that information seeking, convenient navigability, and binge-watching positively affect subscription intentions. Entertainment, convenient navigability, and binge-watching positively influence continued usage intentions. Perceived Fee negatively affects both subscription intentions and continuation intentions.
In terms of academic contributions, this study extends the dimensions of usage motivation related to video streaming platforms in the Uses and Gratifications Theory. It identifies the key factors influencing consumers' intentions to subscribe to and continuously use OTT video platforms.
In terms of practical contributions, the findings of this study can serve as a reference for video streaming platform providers to retain customers, increase the loyalty of existing customers, and attract new customers through marketing strategies. |
