網路技術的蓬勃發展與2019年底爆發的COVID-19徹底地改變人們的生活與消費型態，OTT (Over-the-Top)影音串流平台則逐漸成為人們在疫情期間娛樂的重要管道。然而，Netflix作為產業龍頭，面對需求帶動的市場競爭，推出廣告方案並針對共享方案進行限制，期望能有效提升平台服務的訂閱數。不過，新方案執行將有助於找出隱藏的訂閱者，抑或是將嚴重影響到消費者的忠誠度，導致訂閱數不增反減。有鑑於此，本研究希望能了解消費者訂閱OTT影音串流平台的關鍵因素，並結合新方案進行探討。
過去關於OTT影音串流平台的研究大多著重在新科技與服務的接受與採用，本研究將延伸討論業者的策略可行性與社會影響所帶來衝擊。因此，本研究以Petty與Cacioppo於1981年所提出的推敲可能型模型為基礎，研究價格價值、內容品質、系統品質、商譽及社群行銷對消費者訂閱OTT影音串流平台的行為意圖所產生之影響，並進一步以社會影響作為調節變數探討其對所產生之調節效果。
本研究透過網路問卷發放收回413份有效問卷，並以SPSS及PLS軟體進行樣本資料分析、敘述性統計分析、結構方程模型分析、路徑分析及調節效果分析。本研究的結果顯示，價格價值、內容品質、系統品質、商譽及社群行銷對行為意圖皆具有正向顯著的關係，而社會影響只對價格價值與行為意圖之間的關係產生顯著的調節效果。

OTT media services have gradually become an important channel for people to entertain during the epidemic. However, Netflix launched a “Basic with Ads” plan and restricted the sharing plan in the face of demand-driven market competition. The implementation of the new plans will help to find hidden subscribers, or it will result in the number of subscriptions not increasing but decreasing. In view of this, this study hopes to understand the key factors for consumers to subscribe to OTT video streaming platforms.

In the past, most of the research on OTT media services focused on the acceptance and adoption of new technologies and services. Therefore, this study is based on the Elaboration Likelihood Model proposed by Petty and Cacioppo in 1981, and studies the effects of price value, content quality, system quality, reputation, social media marketing, and social influence on consumers' subscription to OTT media services. At the same time, the social influence is used as a moderating variable to explore its moderating effect.

In this study, 413 valid questionnaires were collected through online questionnaire distribution, and SPSS and PLS were used for sample data analysis, descriptive statistical analysis, SEM analysis, path analysis and moderated analysis. The results of this study show that price value, content quality, system quality, reputation, social media marketing, and social influence all have positive and significant relationships with behavioral intention, while social influence only affects the relationship between price value and behavioral intention.

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