The Willingness to Pay for OTT Video Service

• Main Authors: Kuo, Ying-Tzu, 郭穎慈
• Other Authors: Chen, Guang-Hwa
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/ex479k

碩士 === 國立交通大學 === 經營管理研究所 === 106 === With the rapid development of Internet, the viewing habits of audience are gradually changed from TV to online OTT(Over-the-top) video service. In Taiwan, there are many company devote to OTT video service, including telecommunications, cable television system operators, and startups, they are trying to get more paid members. For example, myVideo, friDay, Netflix, IQIYI, and so on. This study adopts the TAM model as the research framework and organizes the variables with exogenous variables such as self-innovation, experiences of OTT service, compatibility of technology, convenience of usage, and enjoyment, and with cost use cost as moderator variables. Using questionnaires to collect samples, and adopting structural equation modeling(SEM) to analyze the data. The result shows that compatibility of technology, convenience of usage and enjoyment effect perceived ease of use significantly, self-innovation, convenience of usage and enjoyment effect perceived of usefulness significantly, a significant difference in perceived ease of use and perceived of usefulness, and the two variables effect use attitude and then effect behavior intention significantly as well. There are differences in use cost moderators to use attitude and behavior intention.