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題名 探討消費價值如何影響臺灣OTT TV忠誠階段 ——以盜版態度作為調節變項
The impact of consumption values on loyalty of OTT TV in Taiwan: with attitude toward piracy as the moderator variable
作者 黃于軒
Huang, Yu-Hsuan
貢獻者 曾國峰
Tseng, Kuo-Feng
黃于軒
Huang, Yu-Hsuan
關鍵詞 忠誠階段
消費價值
盜版態度
OTT TV
Loyalty phase
Consumption value
Attitude toward piracy
日期 2020
上傳時間 3-Aug-2020 18:46:52 (UTC+8)
摘要 本研究以消費價值與忠誠階段的理論基礎，建立一主要效果模型；並且加入盜版態度變項，藉以探討其對於消費者在建立OTT TV忠誠度的過程中，是否產生調節作用。研究方法以調查法在PTT各個影劇板向正版影音平台使用者發放問卷，總共回收746份有效樣本。研究結果證實消費價值對忠誠度的因果關係，尤其「情感價值」與「新奇價值」對四個不同忠誠階段皆展現了顯著影響。而盜版態度的六個構面中，僅有「盜版的社會成本」與「個人威懾力」顯著調節主要效果，盜版態度整體在本次研究中沒有顯著調節作用。

另外在本次研究中也觀察到，影音內容的中、重度使用者對於OTT TV有明顯的忠誠度產生、也有一定的付費意願，並且結果顯示他們不支持盜版平台。因此業者應試著除了要改善輕度或單次觀看者使用盜版的僥倖心態，也應該要選好策略、站穩步伐，先有深度再有廣度。此外，研究結果顯示「高忠誠、反盜版」與現實平台業者困境的矛盾，也可能代表著行為與想法的衝突，即使心態上不支持、但實際面臨選擇時，現實考量仍可能優先於「理想」。
This study is based on the theoretical basis of consumption values and loyalty phase. The main effect is a causal relationship between these two variables, and the attitude toward piracy is an added variable to explore whether it has a moderating effect on the process of consumers building their loyalty of OTT TV. In terms of the research method, survey method is adopted in this study. The questionnaire was issued on each movie and tv series online forum of PTT, and a total of 746 valid samples were collected from users of copyrighted audio/video platform. The results support the causal relationship between consumption values and loyalty phase, and the impact of “emotional value” and “epistemic value” on four loyalty phases are especially significant. Among the six dimensions of attitude toward piracy, only “the social cost of piracy” and “individual deterrence” significantly moderate the main effect. Thus, the overall attitude toward piracy has no significant moderating effect in this study.

Besides, another observation of this study is that the moderate and heavy users of video content not only generate apparent loyalty towards OTT TV but also possess a certain willingness to pay. The results also demonstrate that they do not support piracy. Therefore, the companies should attempt to correct the sheer fluke mindset of light users and users who only watch the content once. Furthermore, they should choose a suitable strategy and expand their content from depth to breadth. Also, the results reveal the contradiction between “high loyalty and anti-piracy” and the predicament of platform providers in reality. This contradiction also represents the conflict between action and belief. Although the users may hold a negative attitude towards piracy, when they have to choose, the realistic considerations may still have priority over the “ideal.”
參考文獻 中文參考書目
王自雄（2016）。〈OTT服務所涉網路中立性與著作權議題之比較分析－美國與歐盟之新近法制及對我國之建議〉，《科技法律透析》，28(7)：31-53。
林韋葳（2017）。〈影視OTT平台發展之產業變革與挑戰〉，《臺灣經濟研究月刊》，40(5)：129-136。
洪英慈（2011）。《盜版軟體使用行為前置因素之研究—細分盜版態度為四構面》。東華大學企業管理學系碩士論文。
秦偉翔（2015 年 8 月 25 日）。〈線上影音平台發展趨勢與商機〉。取自「資策會 MIC AISP 情報顧問服務資料庫」 http://mic.iii.org.tw.autorpa.lib.nccu.edu.tw/AISP/ReportS.aspx?id=PPT104082 8-1
莊晏詞（2016）。〈OTT影音發展與著作權－以英國為例〉，《科技法律透析》，28(9)：23-29。
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學位學程碩士論文。
溫石松（2002）。《顧客價值與網路忠誠度之關係》。中興大學企業管理學系研究所碩士論文。
葉志良（2015）。〈我國線上影音內容管制的再塑造：從OTT的發展談起〉，《資訊社會研究》，29：49-97。
劉幼琍編（2017）。《OTT TV 的創新服務、經營模式與政策法規》。台北：五南。
歐陽莉（2019年2月）。〈你追劇嗎？OTT正夯 主管機關在哪裡？〉，《消費者報導》，454：62-69。
蔡念中（2018年3月）。〈OTT土洋大戰：盜版恐掀整併風〉，《消費者報導》，443：41-45。
謝進男（2015）。〈OTT未來發展趨勢〉，《電工通訊季刊》，4：44-53。
池文海、李宏仁、王智永、林憬（2010）。〈從計畫行為理論觀點來探討影響盜版軟體購買意圖的關鍵前因〉，《電子化企業經營管理理論暨實務研討會》，11：421-428。
吳立偉、張國雄、鍾沛蔓（2011）。〈認知價值、關係品質與忠誠階段之探討〉，《台灣管理學刊》，11(1)：1-28。
李勇輝、黃靖文、邱怡嘉（2016）。〈以消費價值理論與理性行為理論探討Instagram使用者實際行為之研究〉，《管理研究學報》，16(2)：31-57。
李智明、紀彥斌（2018）。〈消費者選擇OTT影音服務平台之關鍵因素－使用AHP方法〉，《科際整合管理研討會》，20：308-321。
林南宏、陳怡文（2018）。〈盜版或購買？以計畫行為理論延伸探討盜版音樂倫理效能與偶像崇拜的干擾效果〉，《中原企管評論》，16(1)：55-81。
張國忠、蔡靜茹（2008）。〈仿冒侵權態度與消費倫理信念對消費者購買仿冒品意向之影響研究〉，《商管科技季刊》，9(2)：225-250。
莊明雄、林俊賢（2017）。〈OTT機上盒侵權與資安數位鑑識架構初探〉，《資訊安全通訊》，23(3)：49-64。
莊雅茹、張力中、陳裔專、賴素純（2011）。〈大學生軟體盜版態度與行為之研究〉，《全人教育學報》，8：119-149+151。
陳禹辰、尚榮安、陳祥源（2010）。〈非法音樂檔案下載意圖之研究：消費價值觀點之分析〉，《電子商務學報》，12(3)：381-405。
陳鴻基、洪新原、張碩毅、陳韻如（2008）。〈軟體盜版因素之研究：台灣與美國學生之跨國比較〉，《電子商務學報》，10(3)：643-664。
楊喬文、蘇育雯（2018）。〈線上影音平台之品牌忠誠爭霸戰—以愛奇藝與 Netflix 為例〉。「中華傳播學會」2018年年會論文。取自中華傳播學會網站http://ccs.nccu.edu.tw/paperdetail.asp?HP_ID=1931。
劉家儀、郭峰淵（2011）。〈從自我約束力與社會約束力探討資訊科技人員之軟體盜版行為意圖〉，《資訊管理學報》，18(2)：161-182。
歐素華、蘇慧慈（2017）。〈複合商業模式創新：網路視頻服務的跨域經營機制〉，《管理評論》，36(4)：1-15。

英文參考書目
Al-Rafee, S. & Cronan, T. P. (2006). Digital Piracy: Factors that Influence Attitude Toward Behavior. Journal of Business Ethics, 63, 237-259.
Blut, M., Evanschitzky, H., Richelsen, V. & Ahlert, D. (2007). Switching Barriers in the Four-Stage Loyalty Model. Advances in Consumer Research, 34, 726-734.
Borja, K., Dieringer, S., & Daw, J. (2015). The effect of music streaming services on music piracy among college students. Computers in Human Behavior, 45, 69-76.
Brosius, H.-B., Wober, M., & Weimann, G. (1992). The loyalty of television viewing: How consistent is TV viewing behavior? Journal of Broadcasting & Electronic Media, 36(3), 321-335. Abstract retrieved from http://web.a.ebscohost.com.autorpa.lib.nccu.edu.tw/ehost/detail/detail?vid=3&sid=55142a49-28c1-47d1-821a-58b6de5c7a06%40sessionmgr4008&bdata=Jmxhbmc9emgtdHcmc2l0ZT1laG9zdC1saXZl#AN=9212211139&db=cax
Candan, B. & Yıldırım, S. (2013). Investigating the Relationship between Consumption Values and Personal Values of Green Product Buyers. International Journal of Economics and Management Sciences, 2, 29-40.
Candan, B., Ünal, S., & Erciş, A. (2013). Analyzing the relationship between consumption values and brand loyalty of young people: a study on personal care products. Eur. J. Res. Edu., 1, 29-46.
Chaudhuri, A. & Holbrook, M. (2001). The Chain of Effects From Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65, 81-93.
Chen, C.-F. & Tsai, M.-H. (2008). Perceived value, satisfaction, and loyalty of TV travel product shopping: Involvement as a moderator. Tourism Management, 29(6), 1166-1171.
Chen, Y.-C., Shang, R.-A., & Lin, A.-K. (2008). The intention to download music files in a P2P environment: Consumption value, fashion, and ethical decision perspectives. Electronic Commerce Research and Applications, 7(4), 411-422.
Culiberg, B., Kos Koklic, M., Vida, I. & Bajde, D. (2016). Examining the effects of utilizes and involvement on intentions to engage in digital piracy. Computers in Human Behavior, 61, 146-154.
Dick, A.S. & Basu, K. (1994) Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22, 99-113.
Dickinson, J. B. (2013). Customer loyalty : A multi-attribute approach. Business & Economics Journal, 9, 1-17.
Hinson, R., Zyl, H., Nima, S., Chinje, N. & Asiamah, E. (2016). Extending the four-stage brand loyalty framework in African Telecoms. International Journal of Applied Business and Economic Research, 11, 53-82.
Koller, M., Floh, A., & Zauner, A. (2011). Further Insights into Perceived Value and Consumer Loyalty: A "Green" Perspective. Psychology and Marketing, 28, 1154-1176.
Kotler, P. (2000) Marketing Management. The Millennium Edition, Prentice Hall, Upper Saddle River.
Kwong, K., Yau, O., Lee, J., Sin, L., & Tse, A. (2003). The Effects of Attitudinal and Demographic Factors on Intention to Buy Pirated CDs: The Case of Chinese Consumers. Journal of Business Ethics, 47(3), 223-235.
Lee, B., Paek, S. Y., & Fenoff, R. (2018). F actors associated with digital piracy among early adolescents. Children and Youth Services Review, 86, 287-295
Lewin, J., Rajamma, R. & Paswan, A. (2015). Customer loyalty in entertainment venues: The reality TV genre. Journal of Business Research. 68(3), 616-622.
Lin, J.-S., Chen, K.‐J., & Sung, Y. (2018). Understanding the Nature, Uses, and Gratifications of Social Television: Implications for Developing Viewer Engagement and Network Loyalty. Journal of Broadcasting & Electronic Media. 62(1), 1-20.
Lin, T., Chiang, & Y.-H. (2019). Bridging social capital matters to Social TV viewing: Investigating impact of social constructs on program loyalty. Telematics and Informatics. 43, 101236.
Morton, N. & Koufteros, X. (2008). Intention to Commit Online Music Piracy and Its Antecedents: An Empirical Investigation. Structural Equation Modeling A Multidisciplinary Journal, 15(3), 491-512.
Newman, J. & Werbel, R. (1973). Multivariate Analysis of Brand Loyalty for Major Household Appliances. Journal of Marketing Research, 10(4), 404-409.
Oliver, R. L. (1999). Whence Consumer Loyalty. Journal of Marketing, 63, 33-44.
Pastore, A. & Cesareo, L. (2014). Consumers’ attitude and behavior towards online music piracy and subscription-based services. Journal of Consumer Marketing, 31(6/7), 515–525.
Qiu, F. & Cui, Y. (2011). A quantitative study of user satisfaction in online video streaming. IEEE Consumer Communications and Networking Conference, 410-414.
Reichheld, F.F. and Schefter, P. (2000) E-Loyalty: Your Secret Weapon on the Web. Harvard Business Review, 78, 105-113.
Reynolds, K. E., & Beatty, S. E. (1999). Customer benefits and company consequences of customer–salesperson relationships in retailing. Journal of Retailing, 75(1), 11–32.
Setyawati, S. M. & Raharja, M. C. (2018). Trust Dimensions Model in Creating Loyalty Stage for Service Consumers of Sharia Rural Banking. European Research Studies Journal, XXI(1), 507-518.
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Singh, G., Singh, I. & Vij, S. (2017). Antecedents and Consequences of Customer Loyalty: A Conceptual Model. International Journal of Applied Business and Economic Research, 15, 237-251.
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Sudhahar, J. C., Duraipandian, I., A.Prabhu, B., & Selvam, M. (2006). Service Loyalty Measurement Scale: A Reliability Assessment. American Journal of Applied Sciences, 3(4), 1814-1818.
Sweeney, J. & Soutar, Geoffrey. (2001). Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing. 77(2), 203-220.
TaghiPourian, M. J. & Bakhsh, M. M. (2015). Loyalty: From Single-Stage Loyalty to Four-Stage Loyalty. International Journal of New Technology and Research, 1(6), 48-51.
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Viot, C., Le Roux, A., & Krémer, F. (2014). Attitude towards the purchase of counterfeits: Antecedents and effect on intention to purchase. Recherche et Applications en Marketing (English Edition), 1-29.
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線上資料
劉季清、劉懿慧、邱莉玲（2018年4月13日）。〈LiTV：未來三年 OTT產業大者恆大〉，《工商時報》。取自https://m.ctee.com.tw/focus/kjmd/180353
蘇元和（2018年9月3日）。〈小心！盜版產業吃掉你的工作〉，《台灣數位匯流網》。取自https://www.tdcpress.com/Article/Index/49
描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
106464017
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106464017
資料類型 thesis
dc.contributor.advisor 曾國峰zh_TW
dc.contributor.advisor Tseng, Kuo-Fengen_US
dc.contributor.author (Authors) 黃于軒zh_TW
dc.contributor.author (Authors) Huang, Yu-Hsuanen_US
dc.creator (作者) 黃于軒zh_TW
dc.creator (作者) Huang, Yu-Hsuanen_US
dc.date (日期) 2020en_US
dc.date.accessioned 3-Aug-2020 18:46:52 (UTC+8)-
dc.date.available 3-Aug-2020 18:46:52 (UTC+8)-
dc.date.issued (上傳時間) 3-Aug-2020 18:46:52 (UTC+8)-
dc.identifier (Other Identifiers) G0106464017en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/131374-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 傳播學院傳播碩士學位學程zh_TW
dc.description (描述) 106464017zh_TW
dc.description.abstract (摘要) 本研究以消費價值與忠誠階段的理論基礎，建立一主要效果模型；並且加入盜版態度變項，藉以探討其對於消費者在建立OTT TV忠誠度的過程中，是否產生調節作用。研究方法以調查法在PTT各個影劇板向正版影音平台使用者發放問卷，總共回收746份有效樣本。研究結果證實消費價值對忠誠度的因果關係，尤其「情感價值」與「新奇價值」對四個不同忠誠階段皆展現了顯著影響。而盜版態度的六個構面中，僅有「盜版的社會成本」與「個人威懾力」顯著調節主要效果，盜版態度整體在本次研究中沒有顯著調節作用。

另外在本次研究中也觀察到，影音內容的中、重度使用者對於OTT TV有明顯的忠誠度產生、也有一定的付費意願，並且結果顯示他們不支持盜版平台。因此業者應試著除了要改善輕度或單次觀看者使用盜版的僥倖心態，也應該要選好策略、站穩步伐，先有深度再有廣度。此外，研究結果顯示「高忠誠、反盜版」與現實平台業者困境的矛盾，也可能代表著行為與想法的衝突，即使心態上不支持、但實際面臨選擇時，現實考量仍可能優先於「理想」。		zh_TW
dc.description.abstract (摘要) This study is based on the theoretical basis of consumption values and loyalty phase. The main effect is a causal relationship between these two variables, and the attitude toward piracy is an added variable to explore whether it has a moderating effect on the process of consumers building their loyalty of OTT TV. In terms of the research method, survey method is adopted in this study. The questionnaire was issued on each movie and tv series online forum of PTT, and a total of 746 valid samples were collected from users of copyrighted audio/video platform. The results support the causal relationship between consumption values and loyalty phase, and the impact of “emotional value” and “epistemic value” on four loyalty phases are especially significant. Among the six dimensions of attitude toward piracy, only “the social cost of piracy” and “individual deterrence” significantly moderate the main effect. Thus, the overall attitude toward piracy has no significant moderating effect in this study.

Besides, another observation of this study is that the moderate and heavy users of video content not only generate apparent loyalty towards OTT TV but also possess a certain willingness to pay. The results also demonstrate that they do not support piracy. Therefore, the companies should attempt to correct the sheer fluke mindset of light users and users who only watch the content once. Furthermore, they should choose a suitable strategy and expand their content from depth to breadth. Also, the results reveal the contradiction between “high loyalty and anti-piracy” and the predicament of platform providers in reality. This contradiction also represents the conflict between action and belief. Although the users may hold a negative attitude towards piracy, when they have to choose, the realistic considerations may still have priority over the “ideal.”		en_US
dc.description.tableofcontents 第一章 緒論 9
第一節 研究背景 9
第二節 研究動機與目的 11
第三節 研究問題 13
第四節 研究範圍與對象 14
第二章 文獻探討 16
第一節 OTT TV 16
第二節 忠誠階段 20
第三節 消費價值 25
第四節 盜版態度 31
第三章 研究方法 39
第一節 研究架構與假設 39
第二節 操作型定義與量表 41
第三節 資料搜集方法 46
第四節 前測結果分析 47
第四章 資料分析與討論 52
第一節 描述性統計分析 52
第二節 信度分析 64
第三節 驗證假設 68
第五章 結論與建議 80
第一節 研究結論 80
第二節 研究限制 89
第三節 未來研究建議 90
參考文獻 92
附錄 99
附錄一、OTT TV業者背景 99
附錄二、OTT TV商業模式 102
附錄三、正式問卷 103		zh_TW
dc.format.extent 2643483 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106464017en_US
dc.subject (關鍵詞) 忠誠階段zh_TW
dc.subject (關鍵詞) 消費價值zh_TW
dc.subject (關鍵詞) 盜版態度zh_TW
dc.subject (關鍵詞) OTT TVen_US
dc.subject (關鍵詞) Loyalty phaseen_US
dc.subject (關鍵詞) Consumption valueen_US
dc.subject (關鍵詞) Attitude toward piracyen_US
dc.title (題名) 探討消費價值如何影響臺灣OTT TV忠誠階段 ——以盜版態度作為調節變項zh_TW
dc.title (題名) The impact of consumption values on loyalty of OTT TV in Taiwan: with attitude toward piracy as the moderator variableen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文參考書目
王自雄（2016）。〈OTT服務所涉網路中立性與著作權議題之比較分析－美國與歐盟之新近法制及對我國之建議〉，《科技法律透析》，28(7)：31-53。
林韋葳（2017）。〈影視OTT平台發展之產業變革與挑戰〉，《臺灣經濟研究月刊》，40(5)：129-136。
洪英慈（2011）。《盜版軟體使用行為前置因素之研究—細分盜版態度為四構面》。東華大學企業管理學系碩士論文。
秦偉翔（2015 年 8 月 25 日）。〈線上影音平台發展趨勢與商機〉。取自「資策會 MIC AISP 情報顧問服務資料庫」 http://mic.iii.org.tw.autorpa.lib.nccu.edu.tw/AISP/ReportS.aspx?id=PPT104082 8-1
莊晏詞（2016）。〈OTT影音發展與著作權－以英國為例〉，《科技法律透析》，28(9)：23-29。
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學位學程碩士論文。
溫石松（2002）。《顧客價值與網路忠誠度之關係》。中興大學企業管理學系研究所碩士論文。
葉志良（2015）。〈我國線上影音內容管制的再塑造：從OTT的發展談起〉，《資訊社會研究》，29：49-97。
劉幼琍編（2017）。《OTT TV 的創新服務、經營模式與政策法規》。台北：五南。
歐陽莉（2019年2月）。〈你追劇嗎？OTT正夯 主管機關在哪裡？〉，《消費者報導》，454：62-69。
蔡念中（2018年3月）。〈OTT土洋大戰：盜版恐掀整併風〉，《消費者報導》，443：41-45。
謝進男（2015）。〈OTT未來發展趨勢〉，《電工通訊季刊》，4：44-53。
池文海、李宏仁、王智永、林憬（2010）。〈從計畫行為理論觀點來探討影響盜版軟體購買意圖的關鍵前因〉，《電子化企業經營管理理論暨實務研討會》，11：421-428。
吳立偉、張國雄、鍾沛蔓（2011）。〈認知價值、關係品質與忠誠階段之探討〉，《台灣管理學刊》，11(1)：1-28。
李勇輝、黃靖文、邱怡嘉（2016）。〈以消費價值理論與理性行為理論探討Instagram使用者實際行為之研究〉，《管理研究學報》，16(2)：31-57。
李智明、紀彥斌（2018）。〈消費者選擇OTT影音服務平台之關鍵因素－使用AHP方法〉，《科際整合管理研討會》，20：308-321。
林南宏、陳怡文（2018）。〈盜版或購買？以計畫行為理論延伸探討盜版音樂倫理效能與偶像崇拜的干擾效果〉，《中原企管評論》，16(1)：55-81。
張國忠、蔡靜茹（2008）。〈仿冒侵權態度與消費倫理信念對消費者購買仿冒品意向之影響研究〉，《商管科技季刊》，9(2)：225-250。
莊明雄、林俊賢（2017）。〈OTT機上盒侵權與資安數位鑑識架構初探〉，《資訊安全通訊》，23(3)：49-64。
莊雅茹、張力中、陳裔專、賴素純（2011）。〈大學生軟體盜版態度與行為之研究〉，《全人教育學報》，8：119-149+151。
陳禹辰、尚榮安、陳祥源（2010）。〈非法音樂檔案下載意圖之研究：消費價值觀點之分析〉，《電子商務學報》，12(3)：381-405。
陳鴻基、洪新原、張碩毅、陳韻如（2008）。〈軟體盜版因素之研究：台灣與美國學生之跨國比較〉，《電子商務學報》，10(3)：643-664。
楊喬文、蘇育雯（2018）。〈線上影音平台之品牌忠誠爭霸戰—以愛奇藝與 Netflix 為例〉。「中華傳播學會」2018年年會論文。取自中華傳播學會網站http://ccs.nccu.edu.tw/paperdetail.asp?HP_ID=1931。
劉家儀、郭峰淵（2011）。〈從自我約束力與社會約束力探討資訊科技人員之軟體盜版行為意圖〉，《資訊管理學報》，18(2)：161-182。
歐素華、蘇慧慈（2017）。〈複合商業模式創新：網路視頻服務的跨域經營機制〉，《管理評論》，36(4)：1-15。

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線上資料
劉季清、劉懿慧、邱莉玲（2018年4月13日）。〈LiTV：未來三年 OTT產業大者恆大〉，《工商時報》。取自https://m.ctee.com.tw/focus/kjmd/180353
蘇元和（2018年9月3日）。〈小心！盜版產業吃掉你的工作〉，《台灣數位匯流網》。取自https://www.tdcpress.com/Article/Index/49		zh_TW
dc.identifier.doi (DOI) 10.6814/NCCU202000981en_US