以科技接受模式和資訊系統成功模式探討跨媒體收視行為之研究

本研究的目的是探討現在資訊發達的年代，消費者要獲取資訊相當容易，可以從有線電視平台及OTT平台上觀賞影片內容，消費者在這些媒體當中，都會直覺性的去選擇自己喜歡的內容，卻忽略了其實會對其系統上及資訊上的有一定的要求，本研究以資訊成功模式、科技接收模式作為基礎，探討系統品質、資訊品質之因素會影響消費者會在跨平台情境中，如何選擇及搭配。另外，將內容偏好、人口變數納入變項，以消費者的角度來說，內容偏好會不會影響他們對於媒體的使用意願。主要研究對象為全台灣在影視社群、網站內的影音使用者，並採取隨機抽樣之模式在網路上蒐集數據，本研究經由DeLone & McLean(1992)所提出的資訊系統成功模式（ISSM），同時參考Davis(1989)的科技接受模式（TAM）、Venkatesh et al(2003)的整合型科技接受模式（UTAUT）、Johnson and Hignite(2000)的理論，先以前測分析刪除不必要的題項，並用變異數分析、T檢定、拔靴法探討人口變項、內容偏好、行為意圖之相關，同時建立結構方程模式來討論系統品質、資訊品質、知覺有用性、知覺易用性及使用意圖之關聯性。本研究實證系統品質、資訊品質會對使用意圖產生部分正向效果，因此建議線上、電視影音業者可以提升知覺有用性，進而提升忠誠度，還有內容產製層面，可以針對不同類型之使用者，給予不同方式的觀看體驗，藉以提升使用者的行為意圖，並根據本研究之結果，提供建議給予後續研究者使用。

關鍵字

科技接受模式；資訊成功模式；使用行為意圖；內容偏好；跨媒體

並列摘要

The purpose of this study is to explore the current era of information development. It is quite easy for consumers to obtain information. They can watch video content from cable TV platforms and OTT platforms. Consumers in these media will intuitively choose their favorite content. However, it neglects the fact that it will have certain requirements on its system and information. This study uses the ISSM and TAM as the basis to discuss the factors of system quality and information quality that will affect consumers in cross-media situations. How to choose and match? In addition, content preferences and demographic variables are included as variables. From a consumer's perspective, will content preferences affect their willingness to use the media? The main research object is the audio and video users in Taiwan's video community and website, and adopts a random sampling model to collect data on the Internet. In this study, the information system success model (ISSM) proposed by DeLone & McLean (1992), At the same time, referring to the theory of Davis (1989)'s Technology Acceptance Model (TAM), Venkatesh et al (2003) integrated the Unified theory of acceptance and use of technology (UTAUT). First test and analyze to delete unnecessary items, We also use variance analysis, T test, and booting methods to explore the correlation between population variables, content preferences, and behavioral intentions. At the same time, we establish a structural equation model to discuss the relationship between system quality, information quality, perceived usefulness, perceived ease of use, and intent to use gender. This study demonstrates that system quality and information quality will have a partial positive effect on usage intentions. Therefore, it is recommended that online and TV audio and video companies can enhance the usefulness of perception and thereby increase loyalty. There is also a content production level that can target different types of users. To give different ways of viewing experience, in order to enhance the user's behavior intentions, and based on the results of this study, provide recommendations for subsequent researchers to use.