整合UTAUT和VAM模型去探討影響消費者付費訂閱串流影音平台之因素

Integrating UTAUT and VAM to Explore the Factors Affecting People to Become Paid Subscribers of Over-the-top Video Streaming Services

余強生(Chian-Son Yu)

訂閱經濟 ； 價值接受模型 ； 串流影音平台 ； Subscription economy ； Value adoption model ； Video streaming service

創新與管理

20卷1期（2024 / 01 / 01）

67 - 92

繁體中文;英文

隨著寬頻網路、5G/6G、數位匯流技術、智慧型手機等的不斷發展，影視、音樂、遊戲、小說等娛樂數位化、娛樂行動化，已是現代人們生活的一部分，並且持續蓬勃發展，而付費訂閱與廣告收入是線上內容服務提供者，想要長久經營和永續發展的重要獲利來源，因此，本研究結合價值接受模型與整合科技接受模型作為理論基礎，經由443份網路問卷的實證分析，本研究發現：認知價值與黏著度都會極為顯著地影響消費者付費訂閱串流影音平台服務的意願，而認知價值也會顯著地影響消費者的黏著度。而認知利益的有用性和認知犧牲的認知成本則是影響認知價值最主要的二個因素，其次為認知利益的社群影響，至於認知利益的便利條件與認知犧牲的隱私風險則都沒有統計上的顯著性。另外，年齡在便利條件與認知價值之間，具有顯著的調節效果，而性別則在認知成本與認知價值之間、有用性與認知價值之間以及社群影響與認知價值之間，都具有顯著的調節效果。

With the continued advance of broadband, 5G/6G, technology of digital convergence, and smart phone, entertainment digitalization in video, music, game, and novel has been penetrating people daily lives. Paid subscription and advertising revenue are main profits of online content providers for long-term operation and sustainable development. Accordingly, this study integrated the Value-based Adoption Model (VAM) and Unified Theory of Acceptance and Use of Technology (UTAUT) as a research basis to explore what influences people to subscribe OTT services. Through analyzing 443 online questionnaires, this research found that perceived value and stickiness remarkedly affect consumer willingness of becoming paid subscribers of OTT platform, and perceived value also significantly influences stickiness. Usefulness and perceived fee are two most important factors impacting perceived values of consumers, while social influence also holds significant influence on consumers' perceived values. Besides, age only moderates the relationship between facilitating conditions and perceived values. Meanwhile gender moderates the relationship between perceived fees and perceived values, the relationship between usefulness and perceived values, and the relationship between social influence and perceived values.