現在社會當中影音串流服務的普及率相當高，台灣大部分熱門的影音串流
平台都是採用免費增值模式，而因免費增值服務的特性會將影音服務分為免費
版以及升級版，故本研究的研究重點為，用戶在使用影音服務後，對於免費版
的系統品質、內容品質以及廣告侵入對於持續使用以及升級意圖的看法為何，
此外也有考慮用戶對於免費版滿意度、升級版的預期品質、知覺風險以及知覺
價格對於行為意圖的影響，比較免費版或是升級版的影響對於行為意圖的差異。

本研究以知覺品質(系統、內容)、廣告侵入、滿意度、預期品質、知覺風險、
知覺價格作為持續使用以及升級意圖的前因，探討免費版與升級版對用戶造成
的影響如何影響用戶的行為意圖。抽樣方式採網路問卷，於 2022 年 4 月初完成
問卷回收工作，最後採用的有效樣本數為 272，並以 SEM 作為研究分析方法。

研究結果發現用戶對於免費版的系統品質是影響滿意度的主因，也是提高持
續使用意圖的關鍵；而免費版的內容品質則是會提高用戶對於升級版的預期看
法的主因，進而成為升級的推力之一；廣告作為免費服務業者的第二營收來源，
對於滿意度的負面影響其實並不明顯。此外本研究亦採用了分群分析，發現對
於有試用經驗的用戶，免費版體驗結果對升級版的影響大幅降低，是需要特別
注意的地方，爾後也根據研究結果給予業者資源分配之相關建議。

In Taiwan, video streaming services usually adopts the freemium model, the video services are divided into free and upgrade versions because of the freemium strategy’s characteristic, and therefore, this study aims to investigate that after users use the free platform service, how the perceived quality (system, content), intrusiveness of advertising, satisfaction, expected quality, perceived risk, and perceived price causing their continuance and upgrading intention.

Online questionnaire is implemented for this study. The questionnaire collection is completed in early April 2022. The total valid questionnaires are 272, and SEM is adopted as the research and analysis method. The results show that the system quality of the free version is the main factor affecting user’s satisfaction, it is also the key to improve the intention of continuous usage; but the content quality of the free version is the main reason for improving users' expectations of the upgraded version, which becomes the driving force for the upgrading intention. Advertising, as the second revenue for free service providers, does not have an obvious negative impact on satisfaction. In addition, this research also adopts group analysis. The result shows that users with trial experience, the impact of the free version experience on the upgraded version is greatly reduced, which is a point that needs attention. According to the research results, relevant suggestions for resource allocation also be given to the enterprises.

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