以科技接受模式探討OTT影音串流平台之使用意圖

Applying the Technology Acceptance Model to Explore the Use Intention of the OTT Video Streaming Platform

蔡明翰(Ming-Han Cai)

指導教授 ： 陳筠昀

義守大學/智慧科技學院/資訊管理學系/碩士(2022年)

摘要

在疫情爆發的現在，人們逐漸降低出遊頻率，娛樂也紛紛往室內發展，使OTT影音串流平台(Over-The-Top Video Streaming Platform)使用率也跟著增加。本研究以科技接受模式(TAM)為基礎，加上娛樂性、便利性、內容多樣性為外部變數進行探討，希望藉以了解民眾使用OTT影音串流平台的因素，並希望提供相關業者了解吸引民眾觀看的因素並做為參考。本研究採用問卷調查法來分析科技接受模式與民眾對於OTT影音串流平台的娛樂性、便利性及內容多元性之間的關係。問卷共回收260份。扣除無效問卷6份後得到有效問卷254份，並以SPSS 分析軟體進行檢定分析。研究結果顯示，娛樂性、便利性、內容多樣性皆對知覺有用性與知覺易用性有正向影響，且知覺易用性對知覺有用性有正向影響、知覺易用性與知覺有用性均對使用意圖有正向影響。因此本研究證明當OTT影音串流平台的內容夠多，且足夠便利時，便能使民眾可以以舒適、放鬆的心情來享受OTT影音串流平台，民眾也會選擇該OTT影音串流平台來做使用，最後本研究提出一些建議給OTT影音串流平台業者參考。

關鍵字

科技接受模式(TAM) ； 娛樂性 ； 便利性 ； 內容多樣性 ； OTT影音串流平台

並列摘要

With the outbreak of the epidemic, people are gradually reducing the frequency of travel and moving their entertainment indoors, leading to an increase in the use of OTT video streaming platforms. This study is based on the Technology Acceptance Model (TAM), with entertainment, convenience, and content diversity as external variables. It is hoped that this study will provide an understanding of the factors that attract people to use OTT video streaming platforms, and that it will serve as a reference for related industry players to understand the factors that attract people to watch. This study used a questionnaire to analyze the relationship between technology acceptance patterns and users' perceptions of the entertainment, convenience, and content diversity of OTT video streaming platforms. A total of 260 questionnaires were collected. After deducting 6 invalid questionnaires, 254 valid questionnaires were obtained and validated and analyzed by SPSS analysis software. The results of the study showed that entertainment, convenience, and content variety all had positive effects on perceptual usefulness and perceptual ease of use, and perceptual ease of use had positive effects on perceptual usefulness, and perceptual ease of use and perceptual usefulness both had positive effects on intention to use. Therefore, this study proves that when the OTT video streaming platforms has enough content and is convenient enough, people can enjoy OTT video streaming platforms with comfort and relaxation, and people will choose the OTT video streaming platforms for use. Finally, this study proposes some recommendations for OTT video streaming platforms operators.

並列關鍵字

Technology Acceptance Model (TAM) ； Entertainment ； Convenience ； Content Diversity ； Over-The-Top video streaming platforms

參考文獻

中文文獻

1.余家宜(2017)，以科技接受模式探討網路直播平台之使用意圖，義守大學、資訊管理學系碩士論文。

2.李崇安(2021)，因應影音串流平台時代：本國自製節目比例之革新，國立臺灣大學，法律學院法律學系碩士論文。

3.李智明、紀彥斌(2018)，消費者選擇 OTT 影音服務平台之關鍵因素—使用 AHP 方法，科際整合管理研討會，308-321。

4.李有仁、張書勳、林俊成(2011)，影音分享網站使用者意圖之研究，資訊管理學報, 18(1) 。