以科技接受模式探討影音串流平台的使用行為—以知覺價格及年齡為干擾變數

A Research on OTT Platform Users' Behavior with the Integration on Technology Acceptance Model(TAM)- Perceived Price and Age as Moderators

崔瓈云(Li-Yun Chui)

指導教授 ： 曹銳勤

共同指導教授 ： 陳瓊華(Chyoung-Hwa Chen)

淡江大學/商管學院/經營管理全英語碩士學位學程/碩士(2021年)

https://doi.org/10.6846/TKU.2021.00463

摘要

本研究以科技接受模式為理論基礎，期望了解付費影音串流平台之消費者使用行為，並探討知覺價格和使用者年齡是否會對使用態度與實際使用行為之間產生干擾效果。針對付費影音串流平台之使用者進行網路問卷調查，總計回收有效樣本821份。本研究經文獻探討將可能影響使用意願之因素歸類為兩個主要構面，分別為個人動機與系統品質，研究結果發現，於個人因素構面中，以達到打發時間與獲得娛樂之效果影響程度為最大，又以為達到偶像崇拜的影響程度為最低。於系統品質構面中，一般消費者較重視其系統之便利性及內容多元性等需求；然而，對於平台的安全性及網站使用規範仍保有疑慮。
本研究利用信度分析測量量表的內部一致性，再藉由CFA驗證性因素分析檢驗模型的配適度，並使用SEM結構方程模型分析法以界定變數之間的影響力及關聯性，最後，藉由潛在變數的路徑分析，來檢驗本研究對於各因果關係之假設是否成立。研究結果顯示，雖系統品質對知覺有用性與知覺易用性對態度之直接效果較不顯著，然其餘路徑皆有顯著且正向的影響效果。整體來說，證實當消費者對個人動機與系統品質的滿意度越高，便會提升其對知覺易用性與知覺有用性的滿意度，進而提升對於平台的整體使用態度，且增加持續使用之意願。
同時，定價機制為本研究之另一重點，本研究針對付費影音串流平台之定價機制進行分類，台灣目前現有之付費影音串流平台中，多採用「月費吃到飽」與「混和模式」兩種模式；研究結果顯示，大多的使用者較偏好「月費吃到飽」方案，其次為「混和模式」。此研究結果與研究中調查使用者最常使用之付費影音串流平台相符。就干擾效果的檢測而言，知覺價格在態度對實際使用行為的關係中扮演干擾的角色，使用者對於串流平台之訂閱於否會取決於其價格感知的高低；於本研究中，在使用因素的驅使下，年齡並不構成使用態度與實際使用行為間的差異，若對付費影音串流平台抱持正面的態度，不管年齡的大小，皆對未來持續使用行為有正向相關的影響。年齡在態度對實際使用行為的關係中，並不存在干擾的效果，但仍可做為評斷使用意願的概略區分。最後，根據研究結果，對OTT影視平台從業者提供四項實務建議。

關鍵字

科技接受模式 ； 影音串流平台 ； 知覺價格 ； 年齡

並列摘要

This research is based on the theory of technology acceptance model, hoping to understand the consumer usage behavior of paid video streaming platform, and explore whether ‘perceived price’ and users’ age will interfere with ‘attitude toward use’ and ‘actual system use’. An online questionnaire survey was delivered to users of paid video streaming platforms, and a total of 821 valid samples were collected. In this study, through literature discussion, the factors that may affect the willingness to use are classified into two main dimensions, namely personal motivation and system quality. The results of the study found that in the personal motivation dimension, the effect of killing time and obtaining entertainment has the greatest ifluence, while the degree of influence of idolatry is the least. In the aspect of system quality, general consumers pay more attention to the needs of the convenience of the system and the diversification of content; however, yet they still have doubts about the security of the platform and the norms of the website.
Reliability analysis was adopted to measure the internal consistency of the scale, the suitability of the model is tested by confirmatory factor analysis, and the structural equation model analysis method is used to define the influence and relevance of the variables. Finally, the path analysis of potential variables is used to verify whether the hypothesis of each causal relationship in this study is valid. The research results show that although the direct effect of ‘system quality’ on ‘perceived usefulness’, ‘perceived ease of use’ on ‘attitude toward use’ is relatively insignificant, the rest showed significantly positive correlated. Overall, it is proved that when consumers are more satisfied with their personal motivation and system quality, they will increase their satisfaction with perceived ease of use and perceived usefulness, thereby improving their overall attitude towards the use of the platform and increasing their willingness to use.
At the same time, the pricing mechanism is another focus of the research. This research has categorized the pricing mechanism of paid video streaming platforms. Currently, Taiwan’s existing paid video streaming platforms mostly adopted the ‘monthly fee’ and ‘hybrid models’. According to the survey, most users prefer these two type of pricing mechanism as well, which is consistent with the results of the most commonly used paid video streaming platform. in terms of the interference effects, ‘perceived price’ plays a role of interference in the relationship between ‘attitude toward’ use and ‘actual system use’. Whether users subscribe to the video streaming platform will depend on their price perception; In this research, users’ age does not constitute the difference between ‘attitude toward use’ and ‘actual system use’. If one holds a positive attitude towards paid video streaming platforms, regardless of age, it will have a positive correlation with future continued use behavior. Although users’ age does not significantly interfere with the relationship between ‘attitude toward use’ and ‘actual system use’, But it can still be used as a rough distinction for judging the intention to use. Finally, based on the research results, four practical suggestions are provided to practitioners of OTT platforms.

並列關鍵字

Technology Acceptance Model ； OTT Platform ； Perceived Price ； Age

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