科技部專題研究計畫主持人
MOST-106-2410-H-128-022SSS
探索使用新興媒體平台的關鍵影響因素與行為模式
Exploring the factors influencing continuance usage of over-the-top services: interactivity, consumption value, and satisfaction perspectives
科技部
Ministry of Science and Technology
世新大學
Shih Hsin University
張伯謙
Po-Chien Chang
傳播管理學系
Department of Communications Management
張伯謙
副教授
02-22368225
pochien@mail.shu.edu.tw
計畫執行期間起:2017-08-01
計畫執行期間迄:2018-07-31
2018-09-01
2018-11-01
有使用過OTT平台使用經驗的用戶
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新興媒體平台, 數位匯流, 期望確認理論
OTT, digital convergence, expectation-confirmation theory
本研究希望從系統互動、社群與內容價值與使用行為模式等三方面建立一個新的理論模型並應用於瞭解與評估新興媒體平台對個人的影響。由於新興媒體平台整合了網路社群與創新內容產製,改變了過去的媒體生態圈與閱聽人行為,讓媒體傳播模式從被動大眾化轉換成主動個人化互動,有鑑於此,電視業者與內容提供者開始嘗試進入網路媒體平台市場,以掌握商機與用戶需求,因此瞭解新興媒體平台的使用者互動過程與行為將是未來平台成功的重要關鍵。另一方面,既有理論多半偏重於科技採用的單一面向,而忽略了複雜的互動情境與行為模式,也使得許多新媒體科技無法廣泛被大眾接受並融入日常生活,因此,本研究的理論框架主要分為兩個部份,一是從個人-內容、個人-系統平台與個人-社群之間的互動過程與價值感知,其次,根據期望確認理論的滿意度與績效表現兩個構面,用以解釋個人心理層面與平台使用行為之間的關連性。由於台灣寬頻用戶的普及率已達83.6%,因此本研究的對象是過去曾使用開放性新興媒體平台的用戶,例如愛奇藝、LiTV等,透過網路問卷收集用戶資料並以統計方法分析與驗證理論模型與使用者特性。本研究成果預期可以協助平台業者透過瞭解使用者行為,擬定內容產製、社群經營與使用者經驗設計等策略擬定。其次,透過行為模式的建構,可以讓後續研究更深入地瞭解使用候互動與媒體科技平台的未來發展。
The purpose of this study is to develop an empirical model from the interactions among system, online community and content to understand the user perceptions and behavioral patterns toward the adoption of emerging media platform (EMP). The emerging platform integrated the online community and innovative content production and thereby transform media users from lean mass viewing into active and interactive experiences. Traditional TV providers and content producers have acknowledged this trend and starts to build up their media platform for prospective market and future users’ needs. Hence, understanding the enablers and behavioral patterns in the use of EMP becomes a critical task for media service and content providers. In addition, existing theories are limited to articulate the individuals’ adoption decision of new technology and neglect the complexity of interactive contexts and user behaviors. Hence, the theoretical framework of this study is two-fold. First, the users’ perceptions and value proposition are extracted from the interactions among human to content, human to system, and human to community. Second, based on the theory of expectation and confirmation (ECT), individuals’ perceptions of satisfaction and performance are utilized to explain the relationships between perceived interactivity, value in use and the adoption of EMP. Currently, the penetration rate of broadband Internet has reached 89.4 in 2016. Hence, the subject of this study is the users who have experiences of using services provided by EMP. User data is expected to collect from online survey and analyzed by various statistical methods. The results are expected to help platform operators to make better strategies on content provision, community management and user experience through the comprehension of user behavior. Moreover, through the selection and verification of key variable from literature, the empirical framework can help future research to deeply understand the user behaviors in the contexts of emerging media and provide guidelines for the development of media technologies.
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