隨著行動網路普及，數位化逐漸成為產業發展趨勢，推動訂閱制服務蓬勃發展，讓影音串流平台成為主流模式。消費者能即時觀看體育賽事轉播，串流平台通過廣告和訂閱費用來維持商業運作。然而廣告雖為重要的收入來源，卻常被觀眾視為干擾，提出虛擬廣告可能被作為減少干擾觀眾的方式。本研究從價值、系統品質、內容品質、社群媒體與品牌形象五個因素探討消費者在影音串流平台觀看體育賽事轉播的行為意圖，並進一步研究虛擬廣告對此行為意圖的調節作用。
研究結果得出系統品質和品牌形象對消費者到影音串流平台觀看體育賽事轉播有顯著影響，良好的平台操作體驗和正面的品牌形象能夠強化消費者的訂閱動機；價值與內容品質對訂閱行為意圖未產生顯著影響，可能由於目前市場中主流平台訂閱費用與轉播賽事內容相似，消費者未感受到顯著差異；還有社群媒體對訂閱行為意圖也未產生顯著影響，可能由於社群媒體資訊過多，消費者的注意力被分散所致；在調節效果的研究，相較於傳統廣告，虛擬廣告皆會提高消費者在影音串流平台觀看賽事轉播感受到價值、系統品質、內容品質、社群媒體、品牌形象與訂閱行為意圖之間的關係。期望此研究做為影音串流平台發展體育賽事轉播的策略參考，與使用虛擬廣告的參考依據。

With the widespread adoption of mobile networks, digitalization has become a growing trend in industry development, driving the rise of subscription-based services and making streaming platforms a mainstream model. Consumers can instantly watch live sports events, while streaming platforms rely on advertising and subscription fees to maintain their business operations. However, although advertising is a crucial revenue source, it is often viewed as an interruption by viewers, leading to the proposal of virtual advertising as a potential way to reduce this disruption. This study explores the factors influencing consumers' behavioral intentions to watch sports events on streaming platforms, focusing on five elements: value, system quality, content quality, social media, and brand image. It also investigates the moderating effect of virtual advertising on these behavioral intentions.
The research findings indicate that system quality and brand image significantly impact consumers' intentions to watch sports events on streaming platforms. A smooth platform experience and a positive brand image enhance consumers' subscription motivation. However, value and content quality did not show significant effects on subscription intentions, likely due to the similarities in subscription fees and content across mainstream platforms in the market, which cause consumers to perceive no significant differences. Additionally, social media did not significantly influence subscription intentions, possibly because excessive information from social media diverts consumers' attention. Regarding the moderating effects, virtual advertising, compared to traditional ads, strengthen the relationships between consumers' perceived value, system quality, content quality, social media, brand image, and subscription intentions on streaming platforms. This study aims to provide strategic insights for streaming platforms developing sports event broadcasts and serve as a reference for the use of virtual advertising.

論文審定書 i
誌謝 ii
中文摘要 iii
英文摘要 iv
目　錄 vi
圖　次 viii
表　次 viii
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究問題與目的 4
第三節　研究流程 5
第二章　文獻探討 6
第一節　影音串流平台 6
第二節　價值 9
第三節　內容品質 10
第四節　系統品質 13
第五節　品牌形象 15
第六節　社群媒體 17
第七節　行為意圖 19
第八節　虛擬廣告 21
第九節　假設發展 23
第三章　研究方法 32
第一節　研究設計 32
第二節　研究對象與資料收集 32
第三節　變項測量 33
第四節　資料分析方法 41
第四章　資料分析 43
第一節　敘述性統計 43
第二節　因素分析與信效度分析 44
第三節　相關性與共線性分析 51
第四節 迴歸分析 57
第五章　結論與建議 67
第一節 研究結論 67
第二節 理論貢獻 71
第三節 實務建議 71
第四節 研究限制與未來研究建議 73
參考文獻 75
附錄 93

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