隨著網際網路的蓬勃發展，影音串流平台逐漸成為消費者的首選，尤其是在2019年疫情爆發後更是受到大眾青睞，根據美國PRECEDENCE RESEARCH資料顯示，影音串流平台市場規模預估在2030年將成長到1兆2416億，成長幅度不容小覷。根據PARROT公司資料顯示，在全球市場份額中，Netflix的市場份額為最多，而位居全球市場第二名的是prime vedio，第三名則是Disney+，而Disney+是目前影音串流平台中成長幅度最多的影音串流平台。在台灣市場中，Netflix仍然獨占鰲頭，但Disney+的成長速度驚人，未來的發展可期。因此各家平台業者該如何脫穎而出成為消費者的首選平台，乃是所有平台業者極需研究的重要課題，因此本研究將針對台灣影音串流平台市場有關的消費者行為進行探討。
本研究採用PZB模型作為本研究之基礎架構，並導入企業形象作為前因變數，探討在台灣影音串流平台市場中，消費者對於影音串流平台的可靠性、體貼性、有形性及企業形象與顧客滿意及顧客忠誠之間的關係。並以顧客滿意作為中介變數，顧客忠誠作為結果變數。同時，探討使用Netflix平台及Disney+平台之相關消費者行為是否有顯著差異。本研究以Liseral 8.7統計軟體最為資料分析之工具，並以結構方程式進行驗證與研究假說，得出以下三點結論：
一、在台灣的影音串流平台市場中，可靠性、體貼性及企業形象，會顯著影響使用者對於影音串流平台之顧客忠誠。
二、台灣的影音串流平台市場中，可靠性、體貼性及企業形象，在影響使用者的顧客忠誠中，顧客滿意確實扮演著重要的中介角色。
三、在台灣的影音串流平台市場中，不同平台的使用者(即Netflix與Disney+)，在影音串流平台市場中的相關消費者行為確實有顯著差異。

   With the flourishing development of the internet, streaming video platforms have gradually become consumers' preferred choice, especially after the outbreak of the pandemic in 2019, which has gained more popularity among the public. According to data from PRECEDENCE RESEARCH in the US, the streaming video platform market is expected to grow to $1241.6 billion by 2030, and the growth rate is not to be underestimated. According to data from PARROT, Netflix has the largest market share in the global market, followed by prime video, and Disney+ is ranked third, which is currently the fastest-growing streaming video platform among all platforms. In the Taiwan market, Netflix still holds the dominant position, but Disney+ growth rate is astonishing, and its future development is promising. Therefore, how to stand out and become consumers' preferred platform is an important issue that all platform operators need to study. Therefore, this study will focus on exploring consumer behavior related to the Taiwan streaming video platform market.
This study adopts the PZB model as the basic framework and introduces corporate image as the independent variable to explore the relationship between consumers' perceptions of the reliability, empathy, tangible, and corporate image of the streaming video platform in the Taiwan market, and customer satisfaction and loyalty. Customer satisfaction is used as the mediator variable, and customer loyalty is used as the outcome variable. At the same time, this study investigates whether there are significant differences in consumer behavior related to using the Netflix platform and the Disney+ platform. The Liseral 8.7 statistical software is used as the tool for data analysis in this study, and the structural equation model is used to verify and study the hypotheses, leading to the following three conclusions：
1.In Taiwan's streaming video platform market, reliability, empathy, and corporate image significantly influence users' customer loyalty toward the platform.
2.In Taiwan's streaming video platform market, reliability, empathy, and corporate image do play an important mediating role in the relationship between users' satisfaction and their loyalty.
3.In Taiwan's streaming video platform market, there are indeed significant differences in consumer behavior related to different platforms (i.e., Netflix and Disney+).

目錄
目錄	I
表目錄	III
圖目錄	V
第一章	緒論	1
第一節	研究背景	1
第二節	研究動機	6
第三節	研究目的	8
第四節	研究範圍與研究對象	8
第五節	研究流程	9
第二章	文獻回顧	10
第一節	影音串流平台之定義與市場概況	10
第二節	服務品質	15
第三節	企業形象	19
第四節	顧客滿意	21
第五節	顧客忠誠	24
第三章	研究設計	27
第一節	研究架構	27
第二節	研究假說	29
第三節	研究變數之操作性定義與衡量項目	32
第四節	研究設計	40
第五節	資料分析方法	42
 
第四章	資料分析與結果	48
第一節	敘述性統計分析	48
第二節	結構方程模式分析	70
第五章	研究結論與發現	97
第一節	研究結論	97
第二節	研究發現	98
第三節	研究限制與未來研究建議	101
參考文獻:	102
附錄 研究問卷	113

 
表目錄
表2-1網際網路分類表	11
表2-2 OTT服務類型	12
表2-3服務品質相關文獻之定義	16
表2-4 SERVQUAL量表構面及定義	18
表2-5企業形象相關文獻之定義	20
表2-6企業形象相關文獻之定義	22
表2-7顧客忠誠相關文獻之定義	25
表3-1研究假說彙整表	31
表3-2可靠性操作性定義與衡量問項	32
表3-3體貼性操作性定義與衡量問項	33
表3-4有形性操作性定義與衡量問項	34
表3-5企業形象操作性定義與衡量問項	35
表3-6顧客滿意操作性定義與衡量問項	37
表3-7顧客忠誠操作性定義與衡量問項	39
表3-8問卷發放與回收情況彙總表	41
表3-9 Lisrel參數符號說明	45
表3-10體模式配適度指標與評估準則	47
表4-1整體有效樣本之性別分佈表	48
表4-2整體有效樣本之年齡分佈表	49
表4-3整體有效樣本之婚姻狀況分佈表	50
表4-4整體有效樣本之家庭人口數分佈表	51
表4-5整體有效樣本之家中成員是否在就學分佈表	52
表4-6整體有效樣本之家中成員就學情況分佈表	53
表4-7整體有效樣本之教育程度分佈表	54
表4-8整體有效樣本之職業分佈表	55
表4-9整體有效樣本之居住地區分佈表	56
表4-10整體有效樣本之可支配所得分佈表	57
表4-11受測者知道的影音串流平台分佈表	58
表4-12受測者使用過的影音串流平台分佈表	59
表4-13受測者目前主要使用的影音串流平台表	60
表4-14受測者使用該影音串流平台的時間分佈表	61
表4-15受測者平日使用該影音串流平台時間分佈表	62
表4-16受測者週末及假日使用該影音串流平台時間分佈表	63
表4-17受測者使用影音串流平台使用裝置分佈表	64
表4-18受測者使用影音串流平台使用裝置分佈表	65
表4-19受測者使用影音串流平台使用裝置分佈表	67
表4-20受測者使用影音串流平台使用裝置分佈表	68
表4-21不選擇使用影音串流平台原因分佈表	69
表4-22線性結構模型之相關參數說明	72
表4-23整體樣本、Netflix樣本及Disney+樣本模型之配適度衡量結果	75
表4-24整體樣本衡量模式之評估	77
表4-25 Netflix樣本衡量模式之評估	79
表4-26 Disney+樣本衡量模式之評估	82
表4-27整體樣本之驗證結果	86
表4-28 Netflix樣本之驗證結果	88
表4-29 Disney+樣本之驗證結果	90
表4-30整體樣本路徑效果分析	92
表4-31 Netflix樣本路徑效果分析表	94
表4-32 Disney+樣本路徑效果分析表	96
圖目錄
圖1-1 影音串流平台市場規模	3
圖1-2 2022第一季全球影音串流平台市場份額	3
圖1-3 第二季全球影音串流平台市場份額	4
圖1-4 2013年第一季至2022年第三季度全球Netflix付費用戶數量	4
圖1-5 2020年第一季度至2022年第三季度全球Disney Plus付費用戶數量	5
圖1-6 本研究流程圖	9
圖3-1 本研究之研究架構	28
圖4-1 本研究之整體模式線性結構圖	71
圖4-2 整體樣本路徑結構分析圖	91
圖4-3 Netflix樣本路徑結構分析圖	93
圖4-4 Disney+樣本路徑結構分析圖	95
 

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網路資源
1.Over the Top (OTT) Market Size, Growth, Report 2022 to 2030
檢自: https://www.precedenceresearch.com/over-the-top-market
2.Parrot Analytics: Who Is Leading the OTT Race? 
檢自: https://todotvnews.com/en/parrot-analytics-who-is-leading-the-ott-race/
3.Parrot Analytics: Netflix loses ground in the demand for original content
檢自：https://todotvnews.com/en/parrot-analytics-netflix-loses-ground-in-the-demand-for-original-content/
4.Number of Netflix paid subscribers worldwide from 1st quarter 2013 to 3rd quarter 2022
檢自: https://www.statista.com/statistics/250934/quarterly-number-of-netflix-streaming-subscribers-worldwide/
5.Number of Disney Plus subscribers worldwide from 1st quarter 2020 to3rd quarter 2022
檢自: https://www.statista.com/statistics/1095372/disney-plus-number-of-subscribers-us/
6.Netflix穩佔影音平台龍頭，Disney+ 上線兩周即收割近兩成付費訂戶
檢自: https://www.ixresearch.com/news/news_12_01_21
7.109年度電視使用行為及滿意度調查研究報告
檢自: https://www.ncc.gov.tw/chinese/files/21101/5190_46715_211015_1.pdf
8.Working Party on Communication Infrastructures and Services Policy
檢自:https://one.oecd.org/document/DSTI/ICCP/CISP(2013)8/FINAL/En/pdf
9.Report on OTT services，檢自: https://www.berec.europa.eu/sites/default/files/files/document_register_store/2016/2/BoR_%2816%29_35_Report_on_OTT_services.pdf
10.數位經濟下我國影音OTT收視聽衡量機制於商業運作模式之初探期末報告檢自: https://www.ncc.gov.tw/chinese/files/19042/4007_41355_190423_1.pdf
11.Netflix Starting From $6.99 a Month
檢自:https://about.netflix.com/en/news/announcing-basic-with-ads-us
12.Ad-Supported Disney+ Plan Now Available In The U.S. With More Than 100 Advertisers Across All Major Categories At Launch
檢自: https://thewaltdisneycompany.com/ad-supported-disney-plan-now-available-in-the-u-s-with-more-than-100-advertisers-across-all-major-categories-at-launch/
13.2021-2025臺灣娛樂暨媒體業展望
檢自: https://www.pwc.tw/zh/publications/topic-report/assets/taiwan-entertainment-and-media-outlook-2021-2025.pdf
14.111年度傳播市場調查結果報告
檢自: https://www.ncc.gov.tw/chinese/files/23011/5553_48483_230116_3.pdf
15.影視串流大調查：76%網友有觀看影音串流習慣
檢自: https://www.eettaiwan.com/20220503nt22-video-streaming-research/