影響隨選串流媒體平台消費使用意願因素與行銷策略之研究

Research on Factors Affecting the Willingness to Use and Marketing Strategy of On-demand Streaming Media Platform

在數位技術推動之下，串流媒體服務平台結合網際網路、電信網與有線電視網三大網路，提供包括語音、資料、圖像等綜合多媒體的業務，並促使相同之資訊內容與應用可透過不同之平台進行終端傳輸。以國內提供新興串流媒體服務規模最大之平台可區分為中華電信MOD、數位化有線電視與OTT可攜式串流媒體平台。對串流媒體平台業者而言，瞭解內容品質、系統品質與服務品質與價格如何影響消費者之持續使用意願，將成為本研究之主要研究動機。本研究擬透過二元logistic regression之建立與應用，建立消費者在不同價位與節目內容品質、系統品質與服務品質體驗（滿意度）下之持續使用機率模式，再透過模式之係數特性，探討串流媒體服務業者之發展策略與效益。

Driven by digital technology, the streaming media service platform combines the three major networks of the Internet, telecommunications networks and cable TV networks to provide integrated multimedia services including voice, data, and images, and promote the same information content and applications. Terminal transmission can be carried out through different platforms. The q platform with the largest scale of emerging streaming media services in China can be divided into Chunghwa Telecom MOD, digital cable TV and OTT portable streaming media platforms. For streaming media platform operators, understanding how content quality, system quality, service quality, and price affect consumers' continued willingness to use will become the main motivation for this study. This study intends to establish the continuous use probability model of consumers at different price points and program content quality, system quality and service quality experience (satisfaction) through the establishment and application of binary logistic regression. The development strategies and benefits of streaming service providers.