線上影視串流平台如何利用誘餌效應改變使用者的方案選擇

Abstract

近年隨著線上影視串流平台逐漸興盛，全球影視串流平台龍頭Netflix及Disney+紛紛搶進臺灣市場，為了在臺取得更大的市占率並提高營收，兩平台或許可藉由新增訂閱方案的選項作為其策略，而此新方案可考慮以「誘餌訂閱方案」的形式推出，此誘餌方案的想法來自於誘餌效應，該效應經常被應用於行銷領域中且被眾多研究證實有效，能夠透過消費選項的新增來影響消費者的決策，因此誘餌訂閱方案的推出，或許能影響影視平台使用者的訂閱方案選擇，進而為臺灣線上影視串流平台市場帶來變化。 由於過去少有針對線上影視串流平台訂閱方案的誘餌效應研究，因此本研究以問卷調查法及實驗法探討新誘餌訂閱方案的推出，將如何影響臺灣使用者在線上影視串流平台（以Netflix及Disney+兩平台作為主要研究平台）的方案選擇，同時了解臺灣使用者對於本地尚未推出的廣告版訂閱方案及嚴格打擊的密碼共享限制政策之看法，並將其元素加入至誘餌方案的內容設計中。 本研究發現在加入誘餌方案之後，能夠顯著降低所有樣本在線上影視串流平台中選擇競爭方案的比例，表示其方案選擇決策受到誘餌方案的存在與否所影響。同時本研究也探討了可能影響誘餌方案效果的因素，例如誘餌方案的內容、消費者的輪廓特質等，這些研究發現幫助我們了解訂閱方案設計如何影響影視串流平台的消費者決策，並提供兩研究平台在設計誘餌方案上的實務建議。

With the recent surge in popularity of video streaming platforms, global streaming leaders Netflix and Disney+ have entered the Taiwanese market to secure a larger market share and higher revenue. To achieve these goals, both platforms could consider introducing a new subscription plan as part of their strategies. One potential approach is to introduce a "decoy subscription plan" inspired by the decoy effect. It is a phenomenon that adds a new but inferior alternative to consumers’ choice set and may influence their decision making. The decoy effect is widely acknowledged and proven effective in the field of marketing. Similarly, introduction of an additional decoy subscription plan may influence the decision-making process of consumers and potentially bring about some changes to the streaming platform market in Taiwan. Given the lack of research on the decoy effect in the context of subscription plans of video streaming platforms, this study utilizes questionnaire and experiment methods to explore the impact of a new decoy subscription plan on user choice preferences in Taiwanese video streaming platforms, focusing on Netflix and Disney+ as the primary research platforms. Additionally, the study aims to understand users' perspectives on ad-supported subscription plans and password sharing crackdown policy, which have not yet been officially introduced in Taiwan. Their components will be incorporated into the content design of decoy subscription plans. The findings of this study reveal a significant reduction in the proportion of all samples selecting “competing plans” on video streaming platforms after the introduction of a decoy subscription plan. This indicates that the decision-making process regarding plan selection is influenced by the presence of a decoy subscription plan. The study also examines factors that may affect the effectiveness of a decoy subscription plan, such as content of a decoy subscription plan and consumers’ persona. These research findings provide insights into how subscription plan design influences consumers’ decision-making on video streaming platforms and offer practical recommendations for the design of decoy subscription plans for Netflix and Disney+.