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    Please use this identifier to cite or link to this item: http://ccur.lib.ccu.edu.tw/handle/A095B0000Q/471


    Title: 影響使用OTT TV APPs持續使用意圖之因素;Analysis of Factors Affecting Continuous Use Intention of OTT TV APPs
    Authors: 鄭婷方;CHENG, TING-FANG
    Contributors: 資訊管理學系碩士在職專班
    Keywords: 資訊系統成功模式;期望確認理論;影音串流;OTT TV;持續使用意圖;Information Systems Success Model;Expect Confirmation Theory;Streaming Media;OTT TV;IS Continuance Model
    Date: 2017
    Issue Date: 2019-07-17
    Publisher: 資訊管理學系碩士在職專班
    Abstract: 隨著網路的快速發展,影音平台APPs已能穩定的提供資訊品質,也因智慧型手機的興起與普及,改變了許多使用情境上的收視習慣,使用者可在任何時間及地點觀看影片,極具便利性,不在需要受限於時間、家中或有電視的地方才可提供使用者觀賞。  本研究以OTT TV APPs影音平台使用者為研究對象,來探求其持續使用影音平台的立要因素,本研究採用網路問?調查法,蒐集到251份有效問?,回收之有效問卷以結構方程模式進行分析。  研究結果:(1)認知有用性與滿意度會影響持續使用意圖。(2)系統品質、資訊品質與確認會影響認知有用性(3)服務品質與認知有用性無正相關(4)互動性與時間平移會影響系統品質(5)個人化會影響資訊品質。
    With the rapid development of the Internet and the rise and popularity of smart phones, the OTT video service now can provide stable quality of information for users and also change their viewing habits. The service brings convenience to users that they can watch the video at anytime and anywhere without limitation of time or location anymore.In this study, we use OTT TV APP platform users as the research object to explore the essential factors of continuous use of video platform. This study applied online survey as the research method and collected 251 valid questionnaires, the effective questionnaires were analyzed by Structural Equation Model .The result shows that: (1) perceived usefulness and satisfaction will affect intention of continuous usage (2) system quality, quality of information and confirmation will affect the perceived usefulness (3) service quality and cognitive usefulness is not positive correlated (4) interaction and time shifting will affect the quality of the system (5) Personalization will affect the quality of information.
    Appears in Collections:[資訊管理系研究所] 學位論文

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