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

本研究以科技接受模式與資訊系統成功模式為理論基礎，探究哪些內容品質與系統品質之因素會影響消費者使用OTT影音平台的意圖，針對影音平台使用者進行線上問卷調查，共蒐集到1062個有效樣本。研究結果發現可得性、個人化、觀看品質、內容多元性、搜尋與介面確實間接影響行為意圖，而即時性對行為意圖沒有顯著影響。在行為信念方面，知覺有用性的的影響效果最大，接著是知覺易用性、知覺愉悅性；此外，態度幾乎完全中介知覺有用性與易用性對行為意圖的效果。付費意願為本研究的另一個重點，付費意願受到行為意圖與價格價值的直接影響，然而對消費者而言，值不值得付費取決於影音平台提供的內容，因此在研究架構中加入內容類型偏好的構念，研究結果發現內容類型偏好確實能調節行為意圖對付費意願的影響效果，越重視歐美劇、陸劇的使用者其付費意願越高。最後根據研究結果從六個面向提供實務建議予版權平台業者。

關鍵字

行為意圖；內容類型偏好； OTT影音平台；使用者；付費意願

並列摘要

This thesis explored what factors of content quality and system quality would influence consumers’ intention to use OTT video platforms on the basis of Integration of Technology Acceptance and Information Systems Success Model. A sample consists of 1,062 respondents was obtained from an online survey of video platform users in Taiwan. The results show that behavioral intention is indirectly influenced by availability, personalization, viewing quality, content variety, and navigation and interface design; however, timeliness has no significant effect on intention. In terms of behavioral belief, perceived usefulness is the most effective predictor, followed by perceived ease of use and perceived enjoyment. Besides, attitude toward usage mediated the effect that perceived usefulness and ease of use have on behavioral intention to use. Another focus of this study is willingness to pay, which is directly influenced by behavioral intention and price value. However, whether a video platform is worth the price depends on what content the platform provides. Thus, the construct of content genre preferences is added to the research framework. The results show that content genre preferences moderate the effect that behavioral intention has on willingness to pay. Users who prefer American and European TV series or TV dramas produced in China are more willing to pay for the content. Implications for OTT video platforms are discussed in six aspects based on the findings.