影響Netflix使用意願之因素

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题名:	影響Netflix使用意願之因素
作者:	周大鈞;Chou, Da-Jiun
贡献者:	企業管理學系
关键词:	科技接受模型;資訊系統成功模型;信任;OTT;Netflix
日期:	2022-08-01
上传时间:	2022-10-04 11:11:27 (UTC+8)
出版者:	國立中央大學
摘要:	在現今時代下網路科技發展快速加上裝置的普及化，幾乎人手一台智慧型裝置，加速了數位化的浪潮，人們觀看影片作品時的行為模式和過往相差甚遠，現今只要透過線上串流影音平台，即可馬上享用自己喜好的影集。只要網路科技繼續進步，線上串流影音平台在未來就會越來越多。本研究以科技接受模型(TAM)、資訊系統成功模型(ISSM)，兩個主要模型結合信任變項，並且透過發放問卷驗證「影響Netflix使用意願的因素」。本次問卷收回332份有效問卷，並且藉由SPSS進行敘述性統計、信效度分析、Pearson相關性分系和階層迴歸的分析。其研究結果表示資訊品質對認知有用性和使用意願有顯著影響，信任對認知有效性及易用性有顯著影響和認知有用性及易用性對使用意願皆有顯著影響。以此結果為主，像Netflix提出三大建議：1.加強影片豐富程度(資訊品質)，在OTT性質上，用戶更在意平台上的影音內容2.資安嚴格把關，網路過於發達，導致網路上留下資訊會有存疑，進而影響顧客的使用意願3.優化客製化推薦片單，透過問卷調查發現填答者對於客製化的滿意度不算高，希望優化此環節提升使用意願。 ;In the current era, the rapid development of Internet technology and the popularization of devices, almost everyone has a smart device, which has accelerated the wave of digitalization. The behavior pattern of people watching video works is far from the past. Audio and video platform, you can immediately enjoy your favorite albums. As long as network technology continues to advance, there will be more and more online streaming video platforms in the future. This research uses Technology Acceptance Model (TAM) and Information System Success Model (ISSM), two main models combined with trust variables, and issues a questionnaire to verify "factors that affect Netflix′s willingness to use". 332 valid questionnaires were collected in this questionnaire, and SPSS was used to conduct descriptive statistics, reliability and validity analysis, Pearson correlation classification and hierarchical regression analysis. The results show that information quality has a significant impact on cognitive usefulness and willingness to use, trust has a significant impact on cognitive effectiveness and ease of use, and both cognitive usefulness and ease of use have a significant impact on willingness to use. Based on this result, like Netflix put forward three major suggestions: 1. Strengthen the richness of videos (information quality), in terms of OTT nature, users are more concerned about the audio and video content on the platform There will be doubts about leaving information on the Internet, which will affect customers′ willingness to use 3. Optimize the customized recommendation list. Through the questionnaire survey, it is found that the respondents′ satisfaction with customization is not high. I hope to optimize this link to increase the willingness to use
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