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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/146342


    Title: 台灣串流平台訂閱行為之研究
    The Study of Streaming Platform Subscription Behavior
    Authors: 張鈞涵
    Chang, Chun-Han
    Contributors: 陳建維
    張鈞涵
    Chang, Chun-Han
    Keywords: 影音串流平台
    感知價值與成本
    訂閱意願
    願付價格
    方案預測
    生活型態
    Streaming platforms
    Perceived value and costs
    Subscription
    Willingness to pay
    Plan prediction
    Lifestyle
    Date: 2023
    Issue Date: 2023-08-02 13:13:31 (UTC+8)
    Abstract: 隨著科技進步，影音串流平台已成為我們重要觀賞影視作品的媒介，人
    們也越加依賴這些平台來享受多樣化的娛樂內容。近年來，影音串流平台市場上出現越來越多影音串流平台業者，成為了百花齊放的競爭市場。在台灣地區，除了當地的電信業者品牌外，國際影視企業 Netflix、Disney+成為了主要訂閱品牌，吸引了大量的用戶。為了在這個競爭激烈的市場中吸引更多的訂閱人數，影音串流業者不斷調整和改變方案的定價和服務內容，以提供更多吸引人的優惠和獨家內容。
    本研究的主要範圍集中在台灣地區的消費者，旨在了解消費者對於感知價
    值和感知成本交互的下如何影響個人的訂閱意願和願付價格等行為，同時探討個人的生活型態是否在某種程度上間接改變了消費者的訂閱態度。
    根據本研究的分析結果顯示，消費者的訂閱意願受到各種感知價值正向影
    響，並與各種感知成本構面呈現顯著負向關係。在付費行為上，功能價值對願付價格有正向的顯著影響，而價格成本、時間成本和心理成本則皆負向影響消費者的願付價格。此外，消費者的生活型態也在一定程度上對個人的訂閱意願產生顯著的干擾。另外，透過此研究框架，能在一定程度上解釋和預測消費者對方案的選擇。
    這項研究提供了對消費者訂閱行為的深入理解，並且有助於預測和解釋消
    費者在選擇方案時的動機和行為。同時，這些研究結果也對於影音串流平台業者制定策略和設定目標客群時提供了寶貴的管理建議。
    Due to technological advancements, streaming platforms have become essential for watching movies and TV shows. People increasingly depend on these platforms for a wide range of entertainment content. The streaming market has seen a
    surge in providers, creating intense competition. In Taiwan, alongside local telecom brands, international media giants such as Netflix and Disney+ have become popular subscription choices, attracting a large user base. To stay competitive, streaming providers continuously adjust their pricing and services, offering appealing incentives and exclusive content.
    This study primarily focuses on Taiwanese consumers, aiming to comprehend how consumers` perception of value and perceived trade-offs interact and impact their subscription intentions and willingness to pay. Additionally, it explores whether individuals` lifestyles indirectly influence consumers` subscription attitudes to some extent. Based on the analysis results of this study, it is evident that consumers` subscription intentions are positively influenced by various perceived values while exhibiting a significant negative relationship with perceived costs. In terms of the payment behavior, functional value has a positive and significant impact on the willingness to pay, whereas price costs, time costs, and psychological costs exert negative effects on consumers` willingness to pay. Additionally, consumers` lifestyles also significantly interfere with their individual subscription intentions to a certain extent. Furthermore, through this research framework, it is possible to explain and predict, to some extent, consumers` choices regarding subscription plans. This study deepens our understanding of consumer subscription behavior, helping to predict and explain their motivations and behaviors when choosing subscription plans. It also provides valuable management insights for streaming platform providers in strategy formulation and targeting specific customer segments.
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    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    110351034
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0110351034
    Data Type: thesis
    Appears in Collections:[Department of International Business] Theses

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