- 學位論文
探討付費 OTT 影音平台之訂閱行為
Watch the subscription behavior of paid OTT audio–visual platforms
摘要
近幾年影音串流平台服務的興起，變革性的改變民眾觀看的方式，而在疫情（COVID–19）的影響，對影音串流平台（OTT） 也產生了影響。對於相關消費者對 OTT 等新媒體使用行為等已相當多研究，然而訂閱的動機研究卻很少，已影響消費者選擇付費訂閱OTT 的動機值得探討。 有鑑於過去研究很少從不同方向的動機來針對消費者訂閱影音平台的想法，加上 Disney+、Netflix 為近期受大眾矚目的 OTT 平台，因此本次研究以Disney+、Netflix 等影音平台為研究主題，以其中價格、原創內容、獨特性等不同面向的來做研討。 Disney+、Netflix 等為近期受矚目的影音串流平台，本次主題主要以OTT 為重點進行討論，本研究針對正在訂閱或曾經訂閱過 Disney+等影音平台的用戶為目標，在進行深度訪談過程中，共訪談11 位受訪者並以質量分析與驗證，研究結果顯示實用性及價格對訂閱意圖有影響。 本研究探討了用戶的訂閱行為對 Disney+等影音平台的影響，由於過去對於 OTT 影音平台的研究中，從不同層次來探討訂閱動機的研究稀少， 加上 Disney+屬 OTT 影音平台的後進者，本研究整理出用戶對 OTT 影音串流平台訂閱之意圖因素，研究結果有助於瞭解民眾訂閱 OTT 影音串流平台影音的 動機和意圖，期望提供理論上之貢獻。
並列摘要
In recent years, the rise of video streaming platform services has revolutionized the way people watch, and the impact of the epidemic (COVID-19) has also had an impact on video streaming platforms (OTT). There have been quite a lot of research on the behavior of consumers using new media such as OTT, but there are few studies on the motivation of subscription. It is worth exploring the motivation that has influenced consumers to choose to pay to subscribe to OTT. In view of the fact that previous studies have seldom focused on the idea of consumers subscribing to audio-visual platforms from different motivations, and Disney+ and Netflix are OTT platforms that have recently attracted public attention, so this research focuses on audio-visual platforms such as Disney+ and Netflix. Discuss with different aspects such as price, original content, and uniqueness. Disney+, Netflix, etc. are video streaming platforms that have recently attracted attention. This topic mainly focuses on OTT for discussion. This research targets users who are subscribing or have subscribed to Disney+ and other video streaming platforms. A total of 11 respondents were interviewed and analyzed and verified by quality. The research results show that practicality and price have an impact on subscription intention. This study explores the impact of user subscription behavior on audio-visual platforms such as Disney+. In the past research on OTT audio-visual platforms, research on subscription motivation from different levels is rare, and Disney+ is a latecomer to OTT audio-visual platforms. This study Sorting out the factors of users' intention to subscribe to OTT video streaming platforms, the research results help to understand the motivation and intention of people subscribing to OTT video streaming platforms, and expect to provide theoretical contributions. This study explores the impact of user subscription behavior on audio-visual platforms such as Disney+. In the past research on OTT audio-visual platforms, research on subscription motivation from different levels is rare, and Disney+ is a latecomer to OTT audio-visual platforms. This study Sorting out the factors of users' intention to subscribe to OTT video streaming platforms, the research results help to understand the motivation and intention of people subscribing to OTT video streaming platforms, and expect to provide theoretical contributions.