摘要
隨著網際網路的快速發展，觀眾逐步改變收視習慣，從有線電視，轉向網路影音平台，而OTT(Over-The-Top)影音媒體服務已成為各媒體的兵家必爭之地，國內有各大電信業者、有線電視系統台，以及新創公司投入，如台灣大哥大的myVideo、遠傳的friDay影音、Choco TV等，國外則有美國的Netflix、中國大陸的愛奇藝加入競爭，相繼加入搶攻台灣會員市場的戰局。 本研究以科技接受模型（Technology Acceptance Model, TAM）為研究架構基礎，加入個人創新性、OTT影音服務使用經驗、技術相容性、使用便利性，以及娛樂性作為外生變數，並納入使用成本為調節變數，希望了解「付費」是否會影響最後的行為意圖，再透過問卷調查收集資料，並利用結構方程模型（Structural Equation Modeling, SEM）進行資料分析。 研究發現，娛樂性、技術相容性及使用便利性對知覺易用性有顯著影響，而個人創新性、娛樂性與使用便利性則對知覺有用性有顯著影響，而知覺易用性會影響知覺有用性，且兩個變數皆會對使用態度造成影響，進而影響最終的行為意圖，另外，使用成本則對於使用態度與行為意圖之間有正向影響。
並列摘要
With the rapid development of Internet, the viewing habits of audience are gradually changed from TV to online OTT(Over-the-top) video service. In Taiwan, there are many company devote to OTT video service, including telecommunications, cable television system operators, and startups, they are trying to get more paid members. For example, myVideo, friDay, Netflix, IQIYI, and so on. This study adopts the TAM model as the research framework and organizes the variables with exogenous variables such as self-innovation, experiences of OTT service, compatibility of technology, convenience of usage, and enjoyment, and with cost use cost as moderator variables. Using questionnaires to collect samples, and adopting structural equation modeling(SEM) to analyze the data. The result shows that compatibility of technology, convenience of usage and enjoyment effect perceived ease of use significantly, self-innovation, convenience of usage and enjoyment effect perceived of usefulness significantly, a significant difference in perceived ease of use and perceived of usefulness, and the two variables effect use attitude and then effect behavior intention significantly as well. There are differences in use cost moderators to use attitude and behavior intention.