線上串流媒體服務在多螢幕時代，逐漸成為消費者心中最重要的各式影音節目觀看方式，但時至今日串流平台的競爭白熱化，消費者訂閱疲勞也成為經營串流媒體的一大挑戰，串流媒體公司在這樣的環境下需要不斷尋求讓自己與眾不同以增加消費者的訂閱。
根據Netflix本身在2023年第一季公布的財報就看到，其用戶訂閱數流失約20萬用戶，其他如Disney+的營運虧損也仍是在逐漸的擴大，在串流媒體經營困難的狀況持續下，加上市場仍有各類串流平台不斷竄出，所以不管是其廣告業務或是用戶訂閱數都成為各平台管理階層亟欲提升的項目，更成為串流媒體內部行銷從業人員不斷思考以何種策略突破困境的重要課題之一。
對此，本研究以現今串流媒體平台為例，探討消費者不論是否曾使用過串流平台，在接觸較新的串流平台(例如：Giloo、GP+等)前其參考網路口碑對於消費者訂閱意願的影響。本研究採量化研究法，使用網路問卷進行資料之蒐集，透過對網路口碑的「論述強度」、「來源可信度」與「同質性」加上「感知易用性」及「流行生活傾向」作為干擾變數，來分析及驗證研究假設。
研究結果顯示，消費者接受網路口碑時感知到的「論述強度」、「來源可信度」與「同質性」與其訂閱意願呈現正相關，且在閱讀網路口碑的同時感受到串流平台的「易用性」，及網路口碑發送者同具「流行生活傾向」時也會強化其對訂閱意願的影響。

In the multi-screen era, online streaming media services have gradually become the most important way for consumers to watch various audio and video programs. However, competition among streaming platforms has become fierce today, and consumer subscription fatigue has also become a major problem for operating streaming media. Challenges, streaming companies in this environment need to constantly seek to differentiate themselves in order to increase consumer subscriptions.
According to the financial report released by Netflix itself in the first quarter of 2023, it can be seen that its user subscriptions have lost approximately 200,000 users, and other operating losses such as Disney+ are still gradually expanding. As the operating difficulties of streaming media continue, and there are still various streaming platforms emerging in the market, so both their advertising business and the number of user subscriptions have become items that the management of each platform is eager to improve. It has also become a constant consideration for internal marketing practitioners of streaming media. One of the important issues of which strategy to break through the predicament.
In this regard, this study takes today's streaming media platforms as an example to explore how consumers, regardless of whether they have used streaming platforms before, refer to online word-of-mouth before contacting newer streaming platforms (such as Giloo, GP+, etc.). impact on subscribers’ willingness to subscribe. This study adopts a quantitative research method and uses online questionnaires to collect data. Through the "discourse strength", "source credibility" and "homogeneity" of online word-of-mouth, plus "perceived ease of use" and " "Popular life trends" are used as interference variables to analyze and verify the research hypotheses.
The research results show that the "discourse strength", "source credibility" and "homogeneity" perceived by consumers when accepting online word-of-mouth are positively related to their subscription intention, and they feel streamed while reading online word-of-mouth The "ease of use" of the platform and the "popular lifestyle tendencies" of the online word-of-mouth senders will also strengthen its influence on subscription intention.

論文審定書 i
摘要 ii
Abstract iii
目錄 v
圖目錄 viii
表目錄 ix
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究問題與目的 4
第二章 文獻回顧 6
第一節 網路口碑 6
第二節 資訊接受模型 7
第三節 論述強度 9
第四節 來源可信度 10
第五節 同質性 10
第六節 生活型態 12
第三章 研究方法 13
第一節 研究架構 13
第二節 研究假說 13
一、 論述強度 13
二、 來源可信度 14
三、 發文者的同質性 14
四、 感知易用性 15
五、 流行生活傾向 16
第三節 研究方法與問卷蒐集 17
一、 研究樣本與資料蒐集 17
二、 問卷量表設計 17
第四節 研究變數與操作性定義 18
一、 論述強度 18
二、 來源可信度 18
三、 同質性 18
四、 感知易用性 19
五、 流行生活傾向 19
第五節 前測 19
第四章 資料分析 23
第一節 敘述性統計資料 23
第二節 信效度分析 25
第三節 假說驗證 28
一、 論述強度、來源可信度及同質性對訂閱意願之關聯與感知易用性和流行生活傾向作為干擾之階層迴歸分析 28
第五章 結論與建議 38
第一節 研究結果與發現 38
一、 論述強度、來源可信度及同質性對訂閱意願的影響 38
二、 感知易用性及流行生活傾向產生的調節效果 39
第二節 研究貢獻 40
一、 學術貢獻 40
二、 實務貢獻 41
三、 研究限制與未來研究方向 42
參考文獻 43
附錄1-正式問卷 61


 
圖目錄
圖3- 1研究架構 13

圖4- 1論述強度與感知易用性斜率圖 29
圖4- 2來源可信度與感知易用性斜率圖 31
圖4- 3同質性與感知易用性斜率圖 32
圖4- 4論述強度與流行生活傾向斜率圖 34
圖4- 5來源可信度與流行生活傾向斜率圖 35
圖4- 6同質性與流行生活傾向斜率圖 36

 
表目錄
表3- 1前測之信效度分析 22

表4- 1人口統計變數 24
表4- 2使用串流影音平台經驗 24
表4- 3 信效度分析 27
表4- 4論述強度與感知易用性迴歸分析 29
表4- 5來源可信度與感知易用性迴歸分析 30
表4- 6同質性與感知易用性迴歸分析 32
表4- 7論述強度與流行生活傾向迴歸分析 33
表4- 8來源可信度與流行生活傾向迴歸分析 35
表4- 9同質性與流行生活傾向迴歸分析 36
表4- 10研究假說結果統整 37

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