探討影響消費者對線上影音串流平台使用行為之研究-以延伸性整合型科技接受模型為例

全球線上影音串流產業發展趨勢逐漸興盛，近年來使用者人數快速成長，眾多國際知名影音串流接連進入台灣市場，而本國影音業者也陸續投入該產業，未來發展指日可待，因此本研究目的主要建延伸型整合性科技接受模型(UTAUT2)為前因因子對再購意願之關聯進而探討對消費者使用行為之影響，並以人口統計變項對本研究之績效期望、易用期望、社會影響、娛樂動機、價格價值、品牌形象、再購意願以及使用行為之影響，並以研究成果提出建議，供產官學等相關單位作為未來產業發展或政策擬定之參考。本研究以使用線上影音串流平台經驗之使用者作為受測對象，以網路電子問卷發放，總計發放500份問卷，回收385份，有效問卷352份，有效問卷回收率達70.4%。另外，本研究使用PLS、t-est以及ANOVA差異分析上來進行實證並驗證本研究所提出之各項假設以及人口統計變數在各變數上之差異分析。而本研究經過PLS分析後發現(1)績效期望對再購意願有顯著之正向影響。(2)易用期望對再購意願有顯著之正向影響。(3)社會影響對再購意願有顯著之正向影響。(4)娛樂動機對再購意願有顯著之正向影響。(5)價格價值對再購意願有顯著之正向影響。(6)品牌形象對再購意願有顯著之正向影響。(7)再購意願對使用行為有顯著之正向影響。(8)人口統計變數對各變數間具有部分顯著差異。本研究除了提供學術的理論驗證外，並提出實務上的建議。

關鍵字

線上影音串流；延伸型整合性科技接受模型

並列摘要

The development trend of the global online audio and video streaming industry is gradually flourishing. In recent years, the number of users has grown rapidly. Many internationally renowned audio and video streams have entered the Taiwan market one after another. The domestic audio and video industry players have also gradually invested in the industry. The future development is just around the corner. The Unified theory of acceptance and use of technology 2 model (UTAUT2) is the association of the causal factor with the repurchase willingness to explore the impact on consumer use behavior, and the demographic variables are used for the performance expectations, ease of use expectations, social impact, and entertainment of this study. Motivation, price value, brand image, willingness to repurchase, and usage behavior, and make recommendations based on research results for industry, government, and other relevant units as a reference for future industrial development or policy formulation. In this study, users with experience in using online video streaming platforms were used as test subjects. Internet electronic questionnaires were distributed. A total of 500 questionnaires were distributed, 385 were returned, 352 valid questionnaires, and the effective questionnaire recovery rate reached 70.4%. In addition, this study uses PLS, t-est, and ANOVA difference analysis to conduct empirical analysis and verify the hypothesis proposed by this research and the difference analysis of demographic variables on each variable. The PLS analysis of this study found that (1) Performance Expectancy have a significant positive effect on repurchase intentions. (2) Effort Expectancy have a significant positive impact on repurchase intentions. (3) Social Influence has a significant positive effect on repurchase intentions. (4) Hedonic motivation has a significant positive effect on repurchase intentions. (5) Price Value has a significant positive effect on the repurchase intention. (6) Brand Image has a significant positive effect on the repurchase intention. (7) Repurchase Intention has a significant positive effect on use behavior (8) Demographic variables have some significant differences among variables. In addition to providing academic theoretical verification, this research also puts forward practical suggestions.