本研究是基於Bragozzi情緒調節理論，在結合使用與滿足理論、期望失驗理論、沉浸理論與依附理論，建構了一項研究模式架構，從台灣與韓國網飛 (Netflix)使用者的角度，去實證其功能價值、享樂價值、電子滿意度、沉浸體驗、品牌依戀與品牌忠誠度構面之間的因果關係。分別回收379份與309份有效問卷，在驗證性因素分析中顯示出良好的信度與效度 (收斂效度/區別效度)；在結構方程整體模型中結果顯示使用者對Netflix電子滿意程度與對Netflix品牌依戀程度顯著且正向地影響使用者對Netflix的品牌忠誠度；使用者對Netflix沉浸體驗程度以及使用Netflix所獲得的享樂價值對品牌依戀程度顯著且正向地影響；使用Netflix所獲得的享樂價值以及功能價值對Netflix沉浸體驗程度顯著地且正向地影響；使用Netflix所獲得的享樂價值以及功能價值對Netflix沉浸體驗顯著地且正向地影響；然而，使用Netflix所獲得功能價值對Netflix品牌依戀程度以及使用者對Netflix沉浸體驗程度對電子滿意程度並未顯著地影響。同時，在多群組比較分析中顯示，使用者對Netflix沉浸體驗程度對Netflix品牌依戀程度和電子滿意程度以及使用Netflix所獲得的享樂價值對Netflix電子滿意程度、沉浸體驗程度與品牌依戀程度在韓國與台灣模型中呈現出顯著地差異。獨立樣本T檢定結果表明Netflix重度使用者相較一般使用者，在使用Netflix上有較高的享樂價值、電子滿意程度、品牌依戀程度與品牌忠誠度； Netflix老用戶相較新用戶，在使用Netflix上有較高的享樂價值、電子滿意程度與品牌忠誠度。ANOVA分析結果表明高級方案用戶相較標準方案用戶以及基本方案用戶，在使用Netflix上更能達到享樂價值、電子滿意度與品牌忠誠度。整體而言，Netflix品牌忠誠度的影響因子總效果最大者為對Netflix電子滿意程度，次之為使用Netflix所獲得的享樂價值，第三為對Netflix品牌依戀程度，第四為使用Netflix所獲得的功能價值，最後為對Netflix沉浸體驗程度。本研究結果為訂閱隨選串流影音平台業者面臨競爭激烈條件下提供一些管理意涵，並為台灣和韓國訂閱隨選串流影音平台業者提供增強品牌忠誠度之實用策略。

Based on Bragozzi’s self-regulatory theory together with usage and gratification theory, expectation disconfirmation theory, flow theory, and attachment theory, this study constructs a model to verify the causal relationships among utilitarian value, hedonic value, e-satisfaction, flow experience, brand attachment, and brand loyalty toward Netflix from the perspective of viewers in Taiwan and in Korea. The data collection of 379 samples in Taiwan and 309 samples in Korea revealed good reliability and good discriminant and convergent validity in the confirmatory factor analysis. The structural equation modelling results found positively significant linkages of e-satisfaction and brand attachment to brand loyalty, positively significant linkages of flow experience and hedonic value to brand attachment, positively significant linkages of utilitarian value and hedonic value to flow experience, and positively significant linkages of utilitarian value and hedonic value to e-satisfaction. But no significant linkage of utilitarian value to brand attachment nor flow experience to e-satisfaction was found. The multi-group analysis found that the paths of flow experience to brand attachment and e-satisfaction, and those of hedonic value to e-satisfaction, flow experience, brand attachment revealed significant differences in Taiwan and in Korea models. The independent t test found that heavy users had higher levels of hedonic value, e-satisfaction, brand attachment, and brand loyalty than general users and that long-term users had higher levels of hedonic value, e-satisfaction, and brand loyalty than new users. The ANOVA results found that premium plan users perceived the highest level of hedonic value, e-satisfaction, and brand loyalty than the users of basic plan and standard plan. Finally, E-satisfaction had a stronger total effect on brand loyalty toward Netflix than hedonic value, brand attachment, utilitarian value, and flow experience. This study provides SVOD service providers some managerial implications when they face hyper competitive conditions and provide SVOD service providers in Taiwan and Korea practical strategies for enforcing brand loyalty.

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