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

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。

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.