後疫情時期從電影院轉換至串流影音平台觀影行為研究：以推力–拉力–繫止力修正模式探討

Factors influence consumers’switching behavior from movie theater to OTT under COVID-19 pandemic: A push-pull-mooring perspective

因應OTT平台的發展，消費者觀看影視的管道越來越多元，然而過去理論與研究較著重於新科技平台的選擇或同類型平台之間的轉換，較少探討實體與線上影音服務平台之間的轉換行為，再者，疫情造成電影院被迫關閉，也影響消費者觀看電影的消費模式；鑑此，本研究透過修正推力-拉力-繫止力模型，探索後疫情時期消費者從電影院轉換到OTT平台的關鍵影響因素與使用行為。
本研究調查曾在電影院與OTT平台觀看電影的消費者並收集500個有效樣本進行分析。研究結果顯示同儕影響、競品吸引力、風險感知與內容滿意度是影響影視平台轉換的關鍵因素；推力對於轉換意願具有正向影響，繫止力則對於轉換意願有負向影響。相較於推力與繫止力，拉力是主要影響轉換的層面，此外繫止力對於推力與轉換意願之間具有顯著的干擾效果。評估後疫情時期對影視產業的影響，電影業者應推出更好的活動或服務方案以強化觀影體驗，而OTT平台業者則應注重經營社群關係與內容原創性以增加觀影的黏著度。

As OTT platforms evolve, consumers are presented with increasingly diverse options for viewing films and TV shows. Historically, theories and research have primarily focused on selecting new technology platforms or transitions between similar platforms, with less emphasis on the shift between physical and online streaming services. Furthermore, the pandemic has led to cinema closures, significantly impacting consumer movie-watching behaviors. In light of this, our study aims to explore the key factors and behaviors influencing consumers’transition from cinemas to OTT platforms in the post-pandemic era, employing a modified Push-Pull-Mooring model.
The findings show that peer influence, attractiveness of alternatives, perceived risk and content quality are the key factors that drive consumers to switch from watching movies from movie theaters to OTT platforms. In contrast with push variables, pull variables negatively but significantly affect the switching intention. Mooring variables have moderating effects on the relationship between push variable and switching intention.
To sum up, the findings imply that cinema operators should create more attractive activities and offerings to the consumers to raise the barriers to service switch. On the other hand, OTT operators should pay more attention to social activities to create consumer’s dependency on the platform.