臺灣大學生於OTT平台的使用經驗研究－以Netflix為例

Experience of Taiwan University Students on OTT Platform-Take Netflix as an example

尤昱晴 ； 蔡雅淇 ； 鐘文彥 ； 籍琍

《圖文傳播藝術學報》 2020 (2020/04) Pp. 101-109

摘要

本研究以Netflix作為基準平台，期望了解臺灣大學生所分享的使用經驗與滿足程度。結果得知Netflix臺灣大學生使用者以北部工商學院女大學生佔多數，主要動機為休閒娛樂。在眾多的平台服務中，滿足程度最高為多帳號同時觀看的功能。假設檢定發現，使用情形和滿足程度除播放工具外皆有正向影響；而使用動機與滿足程度呈部分正向影響。從受試者續約的理由看來，推薦影片功能，美術設計和豐富影片類型是維持平台服務品質主要的原因。

關鍵字

臺灣大學生College students in Taiwan ； OTT平台OTT platform ； Netflix

並列摘要

This study takes Netflix as a standard, and we expect to realize user experience and degree of satisfaction from college students in Taiwan. According to the results, the majority of viewers is female students from college of industry and commerce in northern Taiwan, and their main motivation is for entertainment. Of all the platform services, the most satisfying function is account sharing that allows several viewers to use at the same time. Regarding the part of hypothesis, it indicates, except for the device of player, quite some influence between uses and the level of satisfaction, and partially positive influence between the intention of use and satisfaction. When it comes to the reasons for extension, recommended videos, art designs and various video genres were the reasons to maintain quality of service, chosen by questionnaire participants.