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題名 從免費到付費：影響YouTube使用者加入YouTube付費頻道會員之關鍵因素探討
From Free to Freemium：Explore the Key Factors for YouTube Users to Purchase YouTube Channel Membership
作者 林久益
Lin, Chiu-Yi
貢獻者 洪為璽
Hung, Wei-Hsi
林久益
Lin, Chiu-Yi
關鍵詞 YouTube頻道會員
免費增值商業模式
期望確認理論
計畫行為論
YouTube Channel Membership
Freemium Business Model
Expectation Confirmation Model
Theory of Planned Behavior
日期 2021
上傳時間 4-Aug-2021 14:47:15 (UTC+8)
摘要 　　隨著網路科技的發展與行動裝置及個人電腦的普及，YouTube已成為全球最多人使用的影音社群平台之一。YouTube頻道會員制度是維持多年免費的YouTube平台推出的一項僅有付費才能享有的服務，但現今消費者逐漸有意願付費支持自己喜歡的影音創作者，因此，本研究想找出究竟哪些因素會影響當前YouTube使用者購買頻道會員的意願，並驗證影響持續觀看意圖的關鍵因素是否會影響使用者採用免費增值商業模式(如：應用程式、遊戲等)。
　　本研究透過網路問卷的形式進行資料蒐集，共回收670份問卷，其中579份為有效問卷，並採用SmartPLS 3進行資料分析。分析結果發現：第一，有6個因素具有顯著影響使用者購買YouTube頻道會員之意圖，分別是感知有用性、YouTuber可信度、替代品吸引力、使用者對於購買虛擬商品的態度、使用者過往購買虛擬商品的經驗、購買頻道會員後得到的相對優勢。第二，使用者的持續觀看相同YouTube頻道之意圖被使用者的觀看影片後得到的滿意度、對YouTuber態度、替代品吸引力影響，然而YouTuber可信度與持續觀看意圖並無顯著相關性。第三，影片滿意度會受到使用者對於該影片的感知有用性及感知享樂性正向顯著影響。上述結果可作為與YouTube相似背景主題的研究參考依據，並為經營頻道會員制的YouTuber提供有效的指標。
　　With the development of Internet technology and the fact that mobile devices and personal computers are widely spreading, YouTube has become one of the most popular video community platforms in the world. YouTube Channel Membership is the Paid-to-Use features on YouTube. Spectators nowadays are willing to support their beloved video creators or Internet celebrities by donating or spending money. This research aims to find out the key factors that induce current YouTube users’ willingness to purchase YouTube Channel Membership and verify whether the key factors that affect continuous watching intention correspond to so called “Freemium Business Model”.
　　The result shows that 6 factors affect users’ purchase channel membership intention, which are users’ perceived usefulness toward the free videos, YouTuber’s trustworthiness, alternative channel/video attractiveness, attitude toward buying virtual goods, purchasing-virtual-goods experience, and the relative advantage after buying channel membership. The analysis also reveals that users’ continuous watching intention is influenced by satisfaction toward free videos, attitude toward the YouTuber, and alternative channel/video attractiveness whereas the effect between continuous watching intention and YouTuber’s trustworthiness is not supported. Satisfaction toward free videos is positively associated with users’ perceived usefulness and perceived enjoyment toward the free video. The above results can be used as suggestions for research on topics related to YouTube, and provide effective indicators for YouTubers who are providing Channel Membership option.
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描述 碩士
國立政治大學
資訊管理學系
108356011
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108356011
資料類型 thesis
dc.contributor.advisor 洪為璽zh_TW
dc.contributor.advisor Hung, Wei-Hsien_US
dc.contributor.author (Authors) 林久益zh_TW
dc.contributor.author (Authors) Lin, Chiu-Yien_US
dc.creator (作者) 林久益zh_TW
dc.creator (作者) Lin, Chiu-Yien_US
dc.date (日期) 2021en_US
dc.date.accessioned 4-Aug-2021 14:47:15 (UTC+8)-
dc.date.available 4-Aug-2021 14:47:15 (UTC+8)-
dc.date.issued (上傳時間) 4-Aug-2021 14:47:15 (UTC+8)-
dc.identifier (Other Identifiers) G0108356011en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136342-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 108356011zh_TW
dc.description.abstract (摘要) 　　隨著網路科技的發展與行動裝置及個人電腦的普及，YouTube已成為全球最多人使用的影音社群平台之一。YouTube頻道會員制度是維持多年免費的YouTube平台推出的一項僅有付費才能享有的服務，但現今消費者逐漸有意願付費支持自己喜歡的影音創作者，因此，本研究想找出究竟哪些因素會影響當前YouTube使用者購買頻道會員的意願，並驗證影響持續觀看意圖的關鍵因素是否會影響使用者採用免費增值商業模式(如：應用程式、遊戲等)。
　　本研究透過網路問卷的形式進行資料蒐集，共回收670份問卷，其中579份為有效問卷，並採用SmartPLS 3進行資料分析。分析結果發現：第一，有6個因素具有顯著影響使用者購買YouTube頻道會員之意圖，分別是感知有用性、YouTuber可信度、替代品吸引力、使用者對於購買虛擬商品的態度、使用者過往購買虛擬商品的經驗、購買頻道會員後得到的相對優勢。第二，使用者的持續觀看相同YouTube頻道之意圖被使用者的觀看影片後得到的滿意度、對YouTuber態度、替代品吸引力影響，然而YouTuber可信度與持續觀看意圖並無顯著相關性。第三，影片滿意度會受到使用者對於該影片的感知有用性及感知享樂性正向顯著影響。上述結果可作為與YouTube相似背景主題的研究參考依據，並為經營頻道會員制的YouTuber提供有效的指標。		zh_TW
dc.description.abstract (摘要) 　　With the development of Internet technology and the fact that mobile devices and personal computers are widely spreading, YouTube has become one of the most popular video community platforms in the world. YouTube Channel Membership is the Paid-to-Use features on YouTube. Spectators nowadays are willing to support their beloved video creators or Internet celebrities by donating or spending money. This research aims to find out the key factors that induce current YouTube users’ willingness to purchase YouTube Channel Membership and verify whether the key factors that affect continuous watching intention correspond to so called “Freemium Business Model”.
　　The result shows that 6 factors affect users’ purchase channel membership intention, which are users’ perceived usefulness toward the free videos, YouTuber’s trustworthiness, alternative channel/video attractiveness, attitude toward buying virtual goods, purchasing-virtual-goods experience, and the relative advantage after buying channel membership. The analysis also reveals that users’ continuous watching intention is influenced by satisfaction toward free videos, attitude toward the YouTuber, and alternative channel/video attractiveness whereas the effect between continuous watching intention and YouTuber’s trustworthiness is not supported. Satisfaction toward free videos is positively associated with users’ perceived usefulness and perceived enjoyment toward the free video. The above results can be used as suggestions for research on topics related to YouTube, and provide effective indicators for YouTubers who are providing Channel Membership option.		en_US
dc.description.tableofcontents 第1章 緒論 　　　　　　　　　　　　1
第一節 研究背景 　　　　　　　　　　　　1
第二節 研究動機 　　　　　　　　　　　　4
第三節 研究目的 　　　　　　　　　　　　5
第四節 研究流程 　　　　　　　　　　　　6
第2章 文獻探討 　　　　　　　　　　　　7
第一節 YouTube 　　　　　　　　　　　　7
第二節 免費增值商業模式 　　　　　　　　8
第三節 期望確認模型 　　　　　　　　11
第四節 YouTuber可信度 　　　　　　　　15
第五節 計畫行為理論 　　　　　　　　16
第六節 市場特徵 　　　　　　　　　　　　18
第七節 購買意圖 　　　　　　　　　　　　19
第3章 研究方法 　　　　　　　　　　　　22
第一節 研究架構 　　　　　　　　　　　　22
第二節 研究假說 　　　　　　　　　　　　23
第三節 研究變數之定義與操作化方式 　　　28
第四節 研究設計 　　　　　　　　　　　　33
第4章 研究分析 　　　　　　　　　　　　35
第一節 問卷回收 　　　　　　　　　　　　35
第二節 敘述性統計分析 　　　　　　　　36
第三節 結構方程模型分析－測量模型評鑑 43
第四節 結構方程模型分析－結構模型評鑑 52
第五節 研究發現 　　　　　　　　　　　　61
第5章 結論與建議　　　　　　　　　　　　67
第一節 研究結論 　　　　　　　　　　　　67
第二節 研究貢獻 　　　　　　　　　　　　69
第三節 研究限制 　　　　70
第四節 未來研究方向與建議 　　　　　　　　　71
參考書目 　　　　　　　　　72
附錄 – 實驗問卷　　　　　　　　　　　　　　　81		zh_TW
dc.format.extent 3808508 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108356011en_US
dc.subject (關鍵詞) YouTube頻道會員zh_TW
dc.subject (關鍵詞) 免費增值商業模式zh_TW
dc.subject (關鍵詞) 期望確認理論zh_TW
dc.subject (關鍵詞) 計畫行為論zh_TW
dc.subject (關鍵詞) YouTube Channel Membershipen_US
dc.subject (關鍵詞) Freemium Business Modelen_US
dc.subject (關鍵詞) Expectation Confirmation Modelen_US
dc.subject (關鍵詞) Theory of Planned Behavioren_US
dc.title (題名) 從免費到付費：影響YouTube使用者加入YouTube付費頻道會員之關鍵因素探討zh_TW
dc.title (題名) From Free to Freemium：Explore the Key Factors for YouTube Users to Purchase YouTube Channel Membershipen_US
dc.type (資料類型) thesisen_US
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dc.identifier.doi (DOI) 10.6814/NCCU202101033en_US