使用OTT影音服務(Over-The-Top Media Services)平台觀賞影音內容已是現代人的重要休閒活動之一，在市面上眾多OTT影音服務平台中，有一部份採用免費增值商業模式。此類型OTT影音服務平台有免費版及付費版兩種，免費版需要觀看廣告方可觀賞影音內容。OTT影音服務平台利用廣告投放及社群媒體經營，影響用戶付費升級意願。本研究以心理擁有感理論及品牌迴避理論為出發點，探討廣告及社群媒體影響消費者付費升級意願。

本研究共收取457份有效問卷並進行統計分析，實證研究發現心理擁有感及享受會促進付費升級意願，且社群媒體使用在其中具備中介效果。社群媒體使用部份中介享受正面影響付費升級意願，完全中介心理擁有感正面影響付費升級意願。另本研究檢驗廣告迴避在心裡擁有感對社群媒體使用、及享受對社群媒體使用之調節效果，最終無發現調節效果。

Watching audio-visual content via OTT media services has become a crucial leisure activity for modern individuals. Among the various OTT media service platforms available in the market, some have adopted the freemium business model, offering a free version and a paid version of their product. The free version requires users to watch advertisements before accessing audio-visual content. To entice users to upgrade, OTT media service platforms use advertising and social media operations. This study investigates the impact of advertising and social media on consumers' willingness to pay for upgrades, drawing upon the theory of psychological ownership and brand avoidance theory.
After collecting 457 valid questionnaires and conducting statistical analysis, the empirical study revealed several findings. Firstly, it was found that psychological ownership and enjoyment positively influence the willingness to pay for upgrades, while the use of social media has a mediated effect. More specifically, the use of social media partially mediates the positive effect of enjoyment on the willingness to pay for upgrades and fully mediates the positive effect of psychological ownership on the willingness to pay for upgrades. The study also examined the moderating effect of ad-avoidance on the impact of social media use on enjoyment and psychological ownership but found no significant effect.

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