以延伸整合型科技接受模式和數位生活型態探討LINE TV的使用行為

A Study on the Use Behavior of LINE TV Based on the UTAUT2 and Digital Lifestyle Scale

全球行動數據流量將有爆炸性的成長，推波助瀾的主因是影視流量。使用人數己超過五億的溝通程式LINE台灣分公司，2015年也推出影音平台LINE TV，上線未久即有超過百萬次的下載，凸顯行動影音平台的趨勢。本研究從行銷觀點，運用延伸整合型科技接受模式與數位生活型態，探討消費者採用LINE TV的因素，以及數位生活型態的影響。本研究運用網路調查分析776份問卷，發現績效期望、便利條件、享樂動機與習慣，皆能提升使用者的使用意向，使用意向亦影響使用行為。不同數位生活型態者，使用LINE TV的意願也有差異。研究結果具行銷意涵，影音串流平台可再加強介面操作的簡易性、增加社交功能，並提供能滿足不同數位生活型態者的差異化服務及內容，以提升使用者的採用意願。

Global mobile data traffic is forecast to grow explosively mainly due to streaming video services. In 2015, LINE launches “LINE TV”, a video streaming platform in Taiwan. Within a month, the APP of ” LINE TV” has been downloaded for more than one million times. This phenomenon indicates the mobile streaming video trend. This study uses the concepts from the extended unified theory of acceptance and use of technology (UTAUT2) and digital lifestyle to investigate factors that may influence users' behavioral intention and use behavior of LINE TV. This study conducts a web survey and collects 776 samples. Results show that performance expectancy, facilitating conditions, hedonic motivation and habit all positively predict users' behavioral intention, which further positively predicts use behavior. Additionally, different digital lifestyles make significant differences on behavioral intention. The findings have practical implications for marketing. Video streaming platforms may improve their user-interface designs, offer social functions, and provide customized services and diverse content in order to increase different users' behavioral intention.