消費者對影音串流平台支付意圖之研究

A Study of Consumer Payment Intention on Streaming Video Platforms

孫瑋妤(Wei-Yu Sun)

指導教授 ： 張俊惠

淡江大學/商管學院/國際企業學系碩士班/碩士(2022年)

https://doi.org/10.6846/TKU.2022.00264

摘要

隨著科技的進步，人們的收視習慣也隨之改變。近期國家傳播委員會NCC研究更發現，在疫情之後，有35.4%的使用者因為新冠肺炎疫情在家時間變長，也更頻繁收看影音串流，從過去2成多明顯躍升至35.4%。由此可知，影音串流平台市場的發展潛力不容小覷。因此本研究將針對台灣影音串流平台市場，消費者對影音串流平台相關消費行為之影響因素進行探討。
本研究以服務品質之可靠性、服務品質之保證性及知覺犧牲作為前因變數，探討消費者使用影音串流平台的顧客滿意以及支付意圖之影響。其中以顧客滿意為中介變數，支付意圖為結果變數。另外加入消費者的付費與否，作為干擾變數。本研究使用 SPSS 22.0 版與 LISREL 8.71 版做為資料分析之工具，透過結構方程模式分析來驗證，並得出以下三點結論:
一、在台灣的影音串流平台市場中，消費者的可靠性、保證性以及知覺犧牲會顯著影響消費者的支付意圖
二、在台灣的影音串流平台市場中，可靠性、保證性以及知覺犧牲在影響消費者的支付意圖過程中，顧客滿意扮演著重要的中介角色
三、在台灣的影音串流平台市場中，消費者的有無付費會顯著干擾影音串流平台之相關消費行為

關鍵字

影音串流平台 ； 支付意圖 ； 知覺犧牲 ； 顧客滿意 ； 行為區隔 ； 可靠性 ； 保證性

並列摘要

With the advancement of science and technology, people's viewing habits have also changed. A recent study by the National Communications Commission found that after the epidemic, 35.4% of users have been at home longer and have watched video streams more frequently. The development potential of the streaming video platform market cannot be underestimated. Therefore, this study will explore the influencing factors of consumers' consumption behavior related to streaming video platforms in Taiwan's streaming video platform market. Exploring the impact of consumers' customer satisfaction and payment intent on using the streaming video platform, taking the reliability of service quality, the assurance of service quality and the sacrifice of perception as the antecedent variables. Among them, customer satisfaction is the mediator variable, and payment intention is the result variable. In addition, the consumer's payment or not is added as a moderator variable. Using SPSS version 22.0 and LISREL version 8.71 as a tool for data analysis, verified by pattern analysis of structural equations, and draws the following three conclusions:
1. Consumer reliability, assurance and perceptual sacrifice will significantly affect consumers' intention to pay.
2. Consumer satisfaction plays an important mediator role in the process of influencing consumers' payment intention in terms of reliability, assurance, and perceived sacrifice.
3. In Taiwan's streaming video platform market, whether consumers pay or not will significantly interfere with the relevant consumption behavior of the streaming video platform.

並列關鍵字

Streaming Video Platform ； Behavior Segmentation ； Payment Intent ； Customer Satisfaction ； Perceived Sacrifice ； Reliability ； Assurance

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