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題名 台灣串流平台訂閱行為之研究
The Study of Streaming Platform Subscription Behavior作者 張鈞涵
Chang, Chun-Han貢獻者 陳建維
張鈞涵
Chang, Chun-Han關鍵詞 影音串流平台
感知價值與成本
訂閱意願
願付價格
方案預測
生活型態
Streaming platforms
Perceived value and costs
Subscription
Willingness to pay
Plan prediction
Lifestyle日期 2023 上傳時間 2-Aug-2023 13:13:31 (UTC+8) 摘要 隨著科技進步，影音串流平台已成為我們重要觀賞影視作品的媒介，人們也越加依賴這些平台來享受多樣化的娛樂內容。近年來，影音串流平台市場上出現越來越多影音串流平台業者，成為了百花齊放的競爭市場。在台灣地區，除了當地的電信業者品牌外，國際影視企業 Netflix、Disney+成為了主要訂閱品牌，吸引了大量的用戶。為了在這個競爭激烈的市場中吸引更多的訂閱人數，影音串流業者不斷調整和改變方案的定價和服務內容，以提供更多吸引人的優惠和獨家內容。本研究的主要範圍集中在台灣地區的消費者，旨在了解消費者對於感知價值和感知成本交互的下如何影響個人的訂閱意願和願付價格等行為，同時探討個人的生活型態是否在某種程度上間接改變了消費者的訂閱態度。根據本研究的分析結果顯示，消費者的訂閱意願受到各種感知價值正向影響，並與各種感知成本構面呈現顯著負向關係。在付費行為上，功能價值對願付價格有正向的顯著影響，而價格成本、時間成本和心理成本則皆負向影響消費者的願付價格。此外，消費者的生活型態也在一定程度上對個人的訂閱意願產生顯著的干擾。另外，透過此研究框架，能在一定程度上解釋和預測消費者對方案的選擇。這項研究提供了對消費者訂閱行為的深入理解，並且有助於預測和解釋消費者在選擇方案時的動機和行為。同時，這些研究結果也對於影音串流平台業者制定策略和設定目標客群時提供了寶貴的管理建議。
Due to technological advancements, streaming platforms have become essential for watching movies and TV shows. People increasingly depend on these platforms for a wide range of entertainment content. The streaming market has seen asurge in providers, creating intense competition. In Taiwan, alongside local telecom brands, international media giants such as Netflix and Disney+ have become popular subscription choices, attracting a large user base. To stay competitive, streaming providers continuously adjust their pricing and services, offering appealing incentives and exclusive content.This study primarily focuses on Taiwanese consumers, aiming to comprehend how consumers` perception of value and perceived trade-offs interact and impact their subscription intentions and willingness to pay. Additionally, it explores whether individuals` lifestyles indirectly influence consumers` subscription attitudes to some extent. Based on the analysis results of this study, it is evident that consumers` subscription intentions are positively influenced by various perceived values while exhibiting a significant negative relationship with perceived costs. In terms of the payment behavior, functional value has a positive and significant impact on the willingness to pay, whereas price costs, time costs, and psychological costs exert negative effects on consumers` willingness to pay. Additionally, consumers` lifestyles also significantly interfere with their individual subscription intentions to a certain extent. Furthermore, through this research framework, it is possible to explain and predict, to some extent, consumers` choices regarding subscription plans. This study deepens our understanding of consumer subscription behavior, helping to predict and explain their motivations and behaviors when choosing subscription plans. It also provides valuable management insights for streaming platform providers in strategy formulation and targeting specific customer segments.參考文獻 1. 甘美玲（2006）。感知價格、感知品質、感知價值對購買意願之關係研究—以消費者購買數位內容產品為實證。成功大學高階管理碩士在職專班碩士論文，台南，1-94。2. 朱雅言（2014）。以消費價值理論探討台灣地區消費者對平板電腦之採用行為。國立成功大學高階管理碩士在職專班碩士論文，台南，1-64。3. 李奇勳（2007）。 感知成本對消費者感知價值之形成所扮演角色的探討.。管理學報， 24(2), 167-190。4. 周宛樓（2013）。過度服務構面及其影響。國立臺灣師範大學管理研究所碩士論文，1-64。5. 周盟浩（2004）。數位音樂購買意願及願意支付價格之研究。銘傳大學傳播管理研究所碩士論文，台北，1-99。6. 孫佑豪（2021）。OTT 影音串流平台介面設計比較研究-以「Netflix」、「LINE TV」、與「愛奇藝」平台為例。世新大學資訊傳播學研究所碩士論文，台北，1-127。7. 張逸方（2022）。觀眾選擇電影院與 OTT 影音串流平台之媒體產業經營實務探討。國立彰化師範大學財務金融技術學系博士論文，1-152。8. 張菊香（2021）。基於期望確認模型和顧客價值理論的網路視頻付費服務重複購買意願研究。會展前瞻期刊，2021 年 3 月，第二卷第一期。9. 盛玲玲（2008）。移動商務用戶繼續使用意向研究。浙江大學碩士論文，浙江。10. 陳欣微（2011）。科技品牌體驗行銷價值之研究。國立政治大學國際經營與貿易研究所碩士論文，台北，1-130。11. 陳威如、余卓軒（2013）。平台革命:席捲全球社交，購物，遊戲，媒體的商業模式創新。台北：商周出版。12. 黃志文、羅吉榜 & 周希烱（2002）。 行動電話消費者生活型態之研究。13. 黃佩如（2002）。大學生之生活型態對零售業自有品牌之品牌權益的關係研究。淡江大學管理科學學系碩士論文，台北，1-73。14. 曾俐穎、陳人傑（2015）。眼球經濟新藍海：影音 OTT 平台產業發展模式之研究。15. 楊雅婷（2018）。OTT 影音平台的使用者研究：以整合科技接受與資訊系統成功模式探討行為意圖與付費意願。政治大學傳播學院傳播碩士論文，台北， 1-92。16. 蔡東俊、李奇勳（1999）。消費者特性與網際網路購物意願之關係研究。管理學報 88 V16 期（4），557-580。17. 龔艷萍與王業靜（2007）。消費價值在消費者行為研究中的應用與展望。現代管理科學 (8)， 24-25。18. 財團法人台灣經濟研究院（2021）。111 年度通訊傳播市場調查結果報告。1-113。19. 資策會產業情報研究所（2022）。2021 台灣消費行為調查—影視串流平台付費訂閱。20. 資誠聯合會計師事務所（2022）。2022-2026 年臺灣娛樂暨媒體業展望。1-20。1. 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Journal of marketing, 60(2), 31-46. 描述 碩士
國立政治大學
國際經營與貿易學系
110351034資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110351034 資料類型 thesis dc.contributor.advisor 陳建維 zh_TW dc.contributor.author (Authors) 張鈞涵 zh_TW dc.contributor.author (Authors) Chang, Chun-Han en_US dc.creator (作者) 張鈞涵 zh_TW dc.creator (作者) Chang, Chun-Han en_US dc.date (日期) 2023 en_US dc.date.accessioned 2-Aug-2023 13:13:31 (UTC+8) - dc.date.available 2-Aug-2023 13:13:31 (UTC+8) - dc.date.issued (上傳時間) 2-Aug-2023 13:13:31 (UTC+8) - dc.identifier (Other Identifiers) G0110351034 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/146342 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營與貿易學系 zh_TW dc.description (描述) 110351034 zh_TW dc.description.abstract (摘要) 隨著科技進步，影音串流平台已成為我們重要觀賞影視作品的媒介，人們也越加依賴這些平台來享受多樣化的娛樂內容。近年來，影音串流平台市場上出現越來越多影音串流平台業者，成為了百花齊放的競爭市場。在台灣地區，除了當地的電信業者品牌外，國際影視企業 Netflix、Disney+成為了主要訂閱品牌，吸引了大量的用戶。為了在這個競爭激烈的市場中吸引更多的訂閱人數，影音串流業者不斷調整和改變方案的定價和服務內容，以提供更多吸引人的優惠和獨家內容。本研究的主要範圍集中在台灣地區的消費者，旨在了解消費者對於感知價值和感知成本交互的下如何影響個人的訂閱意願和願付價格等行為，同時探討個人的生活型態是否在某種程度上間接改變了消費者的訂閱態度。根據本研究的分析結果顯示，消費者的訂閱意願受到各種感知價值正向影響，並與各種感知成本構面呈現顯著負向關係。在付費行為上，功能價值對願付價格有正向的顯著影響，而價格成本、時間成本和心理成本則皆負向影響消費者的願付價格。此外，消費者的生活型態也在一定程度上對個人的訂閱意願產生顯著的干擾。另外，透過此研究框架，能在一定程度上解釋和預測消費者對方案的選擇。這項研究提供了對消費者訂閱行為的深入理解，並且有助於預測和解釋消費者在選擇方案時的動機和行為。同時，這些研究結果也對於影音串流平台業者制定策略和設定目標客群時提供了寶貴的管理建議。 zh_TW dc.description.abstract (摘要) Due to technological advancements, streaming platforms have become essential for watching movies and TV shows. People increasingly depend on these platforms for a wide range of entertainment content. The streaming market has seen asurge in providers, creating intense competition. In Taiwan, alongside local telecom brands, international media giants such as Netflix and Disney+ have become popular subscription choices, attracting a large user base. To stay competitive, streaming providers continuously adjust their pricing and services, offering appealing incentives and exclusive content.This study primarily focuses on Taiwanese consumers, aiming to comprehend how consumers` perception of value and perceived trade-offs interact and impact their subscription intentions and willingness to pay. Additionally, it explores whether individuals` lifestyles indirectly influence consumers` subscription attitudes to some extent. Based on the analysis results of this study, it is evident that consumers` subscription intentions are positively influenced by various perceived values while exhibiting a significant negative relationship with perceived costs. In terms of the payment behavior, functional value has a positive and significant impact on the willingness to pay, whereas price costs, time costs, and psychological costs exert negative effects on consumers` willingness to pay. Additionally, consumers` lifestyles also significantly interfere with their individual subscription intentions to a certain extent. Furthermore, through this research framework, it is possible to explain and predict, to some extent, consumers` choices regarding subscription plans. This study deepens our understanding of consumer subscription behavior, helping to predict and explain their motivations and behaviors when choosing subscription plans. It also provides valuable management insights for streaming platform providers in strategy formulation and targeting specific customer segments. en_US dc.description.tableofcontents 第一章 緒論............................................... 1第一節 研究背景與動機 ..................................... 1第二節 研究目的........................................... 2第三節 研究範圍與流程 .................................... 2第二章 文獻探討........................................... 4第一節 影音市場之探討 .................................... 4第二節 平台經濟與影音串流平台 ............................ 6第三節 消費者理論之感知價值與感知成本 ..................... 11第四節 生活型態理論 ..................................... 17第三章 研究方法.......................................... 20第一節 研究架構.......................................... 20第二節 研究假設.......................................... 21第三節 研究變數操作型定義 ................................ 24第四節 問卷設計與收集 ................................... 30第五節 資料分析方法 ..................................... 31第四章 研究結果......................................... 33第一節 敘述性統計資料 .................................. 33第二節 因素分析與信度分析 ............................... 39第三節 迴歸分析......................................... 46第五章 結論與建議....................................... 51第一節 研究結果之討論 .................................. 51第二節 管理意涵........................................ 54第三節 研究之限制與未來建議 ............................ 56參考文獻.............................................. 59附錄................................................. 65 zh_TW dc.format.extent 1858265 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110351034 en_US dc.subject (關鍵詞) 影音串流平台 zh_TW dc.subject (關鍵詞) 感知價值與成本 zh_TW dc.subject (關鍵詞) 訂閱意願 zh_TW dc.subject (關鍵詞) 願付價格 zh_TW dc.subject (關鍵詞) 方案預測 zh_TW dc.subject (關鍵詞) 生活型態 zh_TW dc.subject (關鍵詞) Streaming platforms en_US dc.subject (關鍵詞) Perceived value and costs en_US dc.subject (關鍵詞) Subscription en_US dc.subject (關鍵詞) Willingness to pay en_US dc.subject (關鍵詞) Plan prediction en_US dc.subject (關鍵詞) Lifestyle en_US dc.title (題名) 台灣串流平台訂閱行為之研究 zh_TW dc.title (題名) The Study of Streaming Platform Subscription Behavior en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 1. 甘美玲（2006）。感知價格、感知品質、感知價值對購買意願之關係研究—以消費者購買數位內容產品為實證。成功大學高階管理碩士在職專班碩士論文，台南，1-94。2. 朱雅言（2014）。以消費價值理論探討台灣地區消費者對平板電腦之採用行為。國立成功大學高階管理碩士在職專班碩士論文，台南，1-64。3. 李奇勳（2007）。 感知成本對消費者感知價值之形成所扮演角色的探討.。管理學報， 24(2), 167-190。4. 周宛樓（2013）。過度服務構面及其影響。國立臺灣師範大學管理研究所碩士論文，1-64。5. 周盟浩（2004）。數位音樂購買意願及願意支付價格之研究。銘傳大學傳播管理研究所碩士論文，台北，1-99。6. 孫佑豪（2021）。OTT 影音串流平台介面設計比較研究-以「Netflix」、「LINE TV」、與「愛奇藝」平台為例。世新大學資訊傳播學研究所碩士論文，台北，1-127。7. 張逸方（2022）。觀眾選擇電影院與 OTT 影音串流平台之媒體產業經營實務探討。國立彰化師範大學財務金融技術學系博士論文，1-152。8. 張菊香（2021）。基於期望確認模型和顧客價值理論的網路視頻付費服務重複購買意願研究。會展前瞻期刊，2021 年 3 月，第二卷第一期。9. 盛玲玲（2008）。移動商務用戶繼續使用意向研究。浙江大學碩士論文，浙江。10. 陳欣微（2011）。科技品牌體驗行銷價值之研究。國立政治大學國際經營與貿易研究所碩士論文，台北，1-130。11. 陳威如、余卓軒（2013）。平台革命:席捲全球社交，購物，遊戲，媒體的商業模式創新。台北：商周出版。12. 黃志文、羅吉榜 & 周希烱（2002）。 行動電話消費者生活型態之研究。13. 黃佩如（2002）。大學生之生活型態對零售業自有品牌之品牌權益的關係研究。淡江大學管理科學學系碩士論文，台北，1-73。14. 曾俐穎、陳人傑（2015）。眼球經濟新藍海：影音 OTT 平台產業發展模式之研究。15. 楊雅婷（2018）。OTT 影音平台的使用者研究：以整合科技接受與資訊系統成功模式探討行為意圖與付費意願。政治大學傳播學院傳播碩士論文，台北， 1-92。16. 蔡東俊、李奇勳（1999）。消費者特性與網際網路購物意願之關係研究。管理學報 88 V16 期（4），557-580。17. 龔艷萍與王業靜（2007）。消費價值在消費者行為研究中的應用與展望。現代管理科學 (8)， 24-25。18. 財團法人台灣經濟研究院（2021）。111 年度通訊傳播市場調查結果報告。1-113。19. 資策會產業情報研究所（2022）。2021 台灣消費行為調查—影視串流平台付費訂閱。20. 資誠聯合會計師事務所（2022）。2022-2026 年臺灣娛樂暨媒體業展望。1-20。1. 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