使用者於影音平台之沉浸經驗與付費意願之研究–以OTT影音平台為例

隨著資訊科技與網際網路的進步與發展，現今已進入數位化的時代，行動裝置普及，網際網路已與人們的生活密不可分。OTT影音平台的快速發展，不僅改變消費者的需求，現在人手一台智慧型手機，只要有網路，人人都能隨時隨地觀看影音服務，因此促使產業結構改變，從傳統有線電視產業轉為進入數位化的影音產業。有許多學者將沉浸經驗應用於網路之研究中，本研究以OTT影音平台的使用者來探討沉浸經驗、消費者價值、持續使用意圖為理論基礎，並進一步探討不同的數位生活型態對消費者價值、持續使用意圖之間的影響，以及持續使用意圖和價格促銷是否對付費意願有影響。本研究以網路問卷進行發放，總計回收154份有效問卷，並利用Smart PLS 3.0和SPSS 20 進行資料分析，研究結果顯示：(1) 沉浸經驗對消費者價值有正向顯著影響，且消費者價值中以享樂價值影響效果較大；(2) 消費者價值對持續使用意圖有正向顯著影響；(3) 沉浸經驗對持續使用意圖不會有正向顯著影響；(4) 持續使用意圖對付費意願有正向顯著影響； (5) 數位生活型態對消費者價值和持續使用意圖之間具有干擾效果；(6) 價格促銷對付費意願有正向顯著影響。根據研究結果，本研究提出的管理意涵有：(1) 強化使用者對OTT影音平台的沉浸經驗，滿足消費者價值；(2) 針對不同族群，提供差異化服務；(3) 提供具有吸引力的價格促銷活動。期望本研究之結果提供OTT影音平台業者做為參考，期望對其有所幫助。

關鍵字

OTT影音平台；沉浸經驗；消費者價值；持續使用意圖；數位生活型態；價格促銷；付費意願

並列摘要

With the progress and development of information technology and the Internet, it has entered the digital era. With the popularity of mobile devices, the Internet has been closely related to people's lives. The rapid development of the OTT video platform changes consumers' needs since everyone has a smartphone. As long as there is the Internet, everyone can watch audiovisual services anytime and anywhere. As a result, the industrial structure has changed from the traditional cable TV industry to the digital audio-visual industry. Many scholars have applied flow experience to the research of the Internet. This study uses the users of the OTT video platform to explore flow experience, consumer value, and continuance intention as the theoretical basis, and further explores the influence of different e-lifestyle on consumer value and continuance intention, and whether the intention of continuance intention and a price promotion affect the willingness to pay. The study was using an online survey, a total of 154 valid questionnaires were recovered, and data analysis was conducted using Smart PLS 3.0 and SPSS 20. The results show that: (1) flow experience has a significant positive impact on consumer value, and hedonic value has a more significant impact on consumer value; (2) consumer value has a significant positive effect on continuance intention; (3) flow experience has no significant positive effect on continuance intention; (4) continuance intention has a significant positive impact on the willingness to pay; (5) E-lifestyles have an interference effect on the relationship between consumer value and continuance intention; and (6) price promotion has a significant positive effect on willingness to pay. According to the research results, the management implications of this study are as follows: (1) Strengthen the users' flow experience of the OTT video platform to meet the consumer value. (2) Provide differentiated services for different ethnic groups. (3) Offer attractive price promotions. It is expected that the results of this study can be used as a reference for OTT video platform operators and hope to be helpful to them.