- 學位論文
消費者訂閱OTT影音串流平台之研究
The Study of OTT Video Streaming Platform for User to Subscribe
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摘要
在大多數人生活中娛樂方面的支出佔有一定的比例，OTT影音串流平台(Over-the-top video streaming platform)是選項之一，受到新冠疫情影響使用率更大幅提升，國內外多家平台業者如雨後春筍般出現，不斷推出各種新穎的內容供消費者選擇。本研究希望探討影響消費者選擇OTT影音串流平台的主要因素為何，進一步比較各準則間相互影響程度及排名，並評價Netflix、Disney +、LINE TV三家影音串流平台之排序。融合多重動機資訊系統連續模型(Multi-motive information systems continuance model, MISC)、享樂動機系統接受模型（Hedonic-Motivation System Adoption Model, HMSAM）發展研究架構並以此進行問卷設計，透過網路發放並回收275份問卷，剃除無效問卷後取得有效問卷239份。爾後，採用模糊決策實驗室分析法（fuzzy DEMATEL method）得出四大構面及十二項準則之權重並進行排序，進一步投入加權聚合乘積評估法（Weighted Aggregated Sum Product Assessment, WASPAS）、加比率評估法(Additive Ratio Assessment, ARAS)針對三家影音串流平台進行分析。 結果顯示，四大構面中，易使用性對消費者訂閱OTT影音串流平台最具影響，其中又以簡單明瞭這一準則影響程度最大；而平台排名依序為Netflix、Disney +、LINE TV。本研究在學術方面採用了較少見的理論模型及研究方法，分析之結果可供相關產業作為實務營運參考。
並列摘要
Entertainment expenses account for a certain proportion in most people's lives. One of the options is the Over-the-top video streaming platform (OTT), which has seen a significant increase in usage due to the COVID-19 pandemic. Numerous platform operators, both domestic and international, have emerged, continuously offering various novel content for consumers to choose from. This study aims to explore the main factors influencing consumers' choice of OTT video streaming platforms, further comparing the mutual impact and ranking among various criteria, and evaluating the rankings of three video streaming platforms: Netflix, Disney+, and LINE TV. The research framework combines the Multi-motive Information Systems Continuance Model (MISC) and the Hedonic-Motivation System Adoption Model (HMSAM), and uses them for questionnaire design. A total of 275 questionnaires were distributed and collected online, and 239 valid questionnaires were obtained after removing invalid ones. Then, the fuzzy Decision-Making Trial and Evaluation Laboratory (fuzzy DEMATEL) method was used to determine the weights of the four dimensions and twelve criteria and rank them. Furthermore, the Weighted Aggregated Sum Product Assessment (WASPAS) and the Additive Ratio Assessment (ARAS) were employed to analyze the three video streaming platforms. The results showed that among the four dimensions, ease of use has the greatest influence on consumers' subscription to OTT video streaming platforms, with the criterion of simplicity having the highest impact. The platform rankings are as follows: Netflix, Disney+, LINE TV. This study adopted relatively uncommon theoretical models and research methods in the academic field, and the analysis results can serve as practical references for related industries.
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