期望確認理論應用於品牌形象對OTT影音平台持續使用意圖之研究

Abstract

隨著網路普及和數位匯流技術蓬勃發展之下，影音服務不再局限於透過傳統電視播映或廣播，終端使用者可直接藉由網路獲取各式影音服務。相比傳統電視和廣播媒體，OTT影音平台的機動性更高、價格更實惠，且部署速度更快，令使用者收視習慣產生了變化。故本研究旨在探討OTT影音平台使用者之持續使用意圖。本研究主要使用期望確認理論作為本研究的核心基礎，並且採用IS接受後持續使用模式，以及加入「品牌形象」變數，以探討使用者對於OTT影音平台之持續使用意圖。本研究共回收有效問卷294份，結果顯示六項假說成立，三項假說未成立。本研究有以下發現有以下發現：（1）「品牌形象」對「持續使用意圖」不具有顯著的影響；（2）「品牌形象」對「知覺有用性」具有顯著正向之影響；（3）「品牌形象」對「滿意度」不具有顯著之影響；（4）「品牌形象」對「確認程度」具有顯著正向之影響；（5）「確認程度」對「知覺有用性」不具有顯著之影響；（6）「確認程度」對「滿意度」具有顯著正向之影響；（7）「知覺有用性」對「滿意度」具有顯著正向之影響；（8）「知覺有用性」對「持續使用意圖」具有顯著正向之影響；（9）「滿意度」對「持續使用意圖」具有顯著正向之影響。With the popularization of the internet and the rapid development of digital convergence technology, audiovisual services are no longer limited to traditional TV or radio. Users can directly access various audiovisual services through the internet. Compared to traditional media, OTT video platforms offer higher mobility, more affordable prices, and faster deployment, resulting in changes in user viewing habits. Therefore, this study aims to explore the factors influencing the continued usage intention of OTT video platform users.This study primarily utilizes the Expectation Confirmation Theory as the core foundation and adopts the IS Continuance Usage Model, incorporating the dimension of"brand image," to investigate users continuance intention towards OTT video platforms. A total of 294 valid questionnaires were collected for this study. The results indicate that six hypotheses were supported, while three hypotheses were not supported. The findings of this study are as follows: (1) "brand image" does not have significant impact on "continuance intention "; (2) "brand image " have significant positive impact on "perceived usefulness"; (3) "brand image " does not have significantimpact on "satisfaction"; (4) "brand image" have significant positive impact on "confirmation"; (5) "confirmation" does not have significant impact on "perceived usefulness"; (6) "confirmation" have significant positive impact on "satisfaction"; (7) "perceived usefulness" have significant positive impact on "satisfaction"; (8) "perceived usefulness" have significant positive impact on "continuance intention"; (9) "satisfaction" have significant positive impact on "continuance intention".