請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/55272完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 陳家麟(Chialin Chen) | |
| dc.contributor.author | Chih-Hsuan Wu | en |
| dc.contributor.author | 吳智軒 | zh_TW |
| dc.date.accessioned | 2021-06-16T03:54:14Z | - |
| dc.date.available | 2025-07-30 | |
| dc.date.copyright | 2020-08-25 | |
| dc.date.issued | 2020 | |
| dc.date.submitted | 2020-08-04 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/55272 | - |
| dc.description.abstract | 本研究將根據臺灣OTT影音產業的背景及現況，同時採用價值接受模型（VAM）及Jackie（2004）提出的研究架構做為模型基礎，從中探討臺灣使用者對於OTT影音平台的使用行為。其中，本研究將主要依據影音平台的內容品質以判斷使用者的感知價值及滿意度變化，進而瞭解使用者對於OTT影音平台的忠誠度關係。另外，本研究更加入感知成本以衡量對於感知價值之影響，提供呈現負向效果的使用行為依據。 根據研究結果顯示，內容品質、感知價值與顧客滿意度皆對於顧客忠誠度沒有顯著的正向影響，表示使用者難以對特定影音平台產生持續性的關係；然而，內容品質與感知價值確實會對於顧客滿意度產生正向影響，表示使用者能夠從影音平台的內容及平台操作中，經由正向的使用過程而獲得滿足感。此外，在調節效果方面，顯示涉入程度並不會增加顧客滿意度與顧客忠誠度之間的關係，再次證實使用者容易移轉到不同影音平台之現象，難以對特定影音平台產生緊密的連結。 綜合分析與結論，本研究將給予國內本土OTT影音平台業者幾項實質的發展建議，以協助他們在競爭激烈的OTT影音市場中得以生存。 | zh_TW |
| dc.description.abstract | The thesis was based on the background and current circumstances of the entire OTT industry in Taiwan. The Value-based Adoption Model (VAM) and the conceptual framework from Jackie（2004）were adpoted as the fundamentals of this study to help explore the phenomenon of the users’ behavior on OTT platforms in Taiwan. In the light of the objective, this thesis would like to pinpoint the plausible changes on the perceived quality and user satisfaction via the content quality of OTT platforms, and further, to discern a possible loyalty relationship between users and the OTT platform companies. According to the results, it revealed that content quality, perceived value and customer satisfaction all had no significant positive effect on customer loyalty, which meant users would hardly be willing to have a sustainable relationship with a particular OTT platform. On the other hand, the results also revealed that content quality and perceived value had significant positive effect on customer satisfaction, which represented that users could gain feelings of satisfaction from various content or user-friendly platforms. Moreover, regarding the moderating effect, the results showed that involvement had no significant positive effect on the relationship between customer satisfaction and customer loyalty, which verified the phenomenon again that users would tend to switch to other platforms instead of remaining the same for a long time. Eventually, after comprising all the analyses and conclusions, this thesis would like to give some practical advice to the domestic OTT platform companies so as to help them ride out in this competitive Taiwan’s OTT market. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-16T03:54:14Z (GMT). No. of bitstreams: 1 U0001-3007202017081900.pdf: 2328166 bytes, checksum: 654db9546907d7e20dbd829f97575b3e (MD5) Previous issue date: 2020 | en |
| dc.description.tableofcontents | 第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究問題與目的 4 第三節 研究流程 6 第貳章 文獻探討 7 第一節 OTT影音 7 第二節 內容品質（CONTENT QUALITY） 13 第三節 感知價值（PERCEIVED VALUE） 16 第四節 感知成本（PERCEIVED SACRIFICE） 18 第五節 顧客滿意度（CUSTOMER SATISFACTION） 19 第六節 顧客忠誠度（CUSTOMER LOYALTY） 21 第七節 涉入程度（INVOLVEMENT） 23 第八節 價值接受模型（VALUE-BASED ADOPTION MODEL, VAM） 25 第參章 研究方法 29 第一節 研究假說 29 第二節 研究架構 31 第三節 研究變數定義與衡量 34 第四節 調查法及抽樣 38 第五節 資料分析方法 39 第肆章 資料分析 43 第一節 敘述性統計分析 43 第二節 假設驗證 57 第三節 資料分析結論 67 第伍章 結論與建議 72 第一節 研究結論 72 第二節 實務建議 74 第三節 研究限制與未來建議 76 參考文獻 77 附錄 正式問卷 93 | |
| dc.language.iso | zh-TW | |
| dc.title | 臺灣OTT影音平台之使用者行為研究：主要探討內容品質、感知價值、滿意度與忠誠度之關係 | zh_TW |
| dc.title | A study of the relationship among Content Quality, Perceived Value, Customer Satisfaction and Customer Loyalty on the basis of the users’ behavior derived from the OTT platforms in Taiwan. | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 108-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.coadvisor | 郭佳瑋(Chia-Wei Kuo) | |
| dc.contributor.oralexamcommittee | 余峻瑜(Jiun-Yu Yu) | |
| dc.subject.keyword | 使用者行為,內容,滿意度,忠誠度,OTT影音平台,價值接受模型, | zh_TW |
| dc.subject.keyword | user behavior,content,satisfaction,loyalty,OTT platform,The Value-based Adoption Model, | en |
| dc.relation.page | 98 | |
| dc.identifier.doi | 10.6342/NTU202002118 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2020-08-04 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 商學研究所 | zh_TW |
| 顯示於系所單位： | 商學研究所 | |
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