免費-付費增值模型向來多被用來探討此模型下業者之訂價策略及獲利模式，且研究標的多集中在手機APP、遊戲應用程式及音樂串流平台。然而近年來，免費-付費增值模型為目前台灣OTT影音平台業者廣受歡迎的商業模式，愛奇藝台灣站為採用免費-付費加值商業模式的先行者。因此，本研究以愛奇藝台灣站為研究標的，探討於免費-付費增值商業模式下，影響消費者對愛奇藝台灣站產生付費意願之可能性因素分析。本文透過文獻回顧整理歸納出影響用戶對愛奇藝台灣站付費意願的六個變數後，利用結構方程模型為基礎，探討廣告態度、廣告規避、知覺品質、享樂性價值、知覺行為控制及促銷對於付費意願的影響，並考量促銷對廣告規避、享樂性價值及知覺行為控制之干擾效果。
本研究利用問卷調查法進行實證分析，共發出979份問卷，回收929份有效樣本，並採用統計分析軟體SPSS17.0與LISREL8.52對問卷資料進行分析，得到以下結果：(1)「廣告態度」對「廣告規避」的影響為負向顯著(2)「廣告規避」對「付費意願」的影響為負向顯著(3)「知覺品質」對「享樂性價值」的影響為正向顯著(4)「享樂性價值」對「付費意願」的影響為正向不顯著(5)「知覺行為控制」對「付費意願」的影響為正向顯著(6)「促銷」對「付費意願」的影響為正向顯著(7)「促銷」不會干擾「廣告規避」對「付費意願」之影響(8)「促銷」不會干擾「享樂性價值」對「付費意願」之影響(9)「促銷」會正向干擾「知覺行為控制」對「付費意願」之影響。本文根據研究結果提出以下三點結論：(1)大部分的使用者不會為了規避廣告而付費。(2)使用者所產生的享樂性價值並不會影響其付費意願。(3)促銷為影響使用者付費意願之最大因素，其次為個人知覺行為控制。

In the past, the freemium model was used to explore industry pricing strategies, for which the research subjects were mostly mobile applications, online games and music streaming platforms. In recent years, most of Taiwan's OTT video platforms have chosen to use the freemium business model as their payment system, and iQIYI Taiwan was the first-mover to offer both free and premium membership options (freemium membership). Thus, in this study iQIYI Taiwan’s user behavior is the focus, and the factors that influence users to pay for the premium services after using the free services in the freemium business model are investigated. According to the literature review, six important factors were identified to influence users’ willingness to pay, including advertising attitude, advertising avoidance, perceived quality, hedonic value, perceived behavioral control and promotion. These six factors were then analyzed with the freemium model to determine how they influence users’ willingness to pay. Finally, the relationships among factors and indicators were examined based on our research hypotheses. A questionnaire survey was adopted as the research methods, and 929 valid samples were collected and analyzed using SPSS17.0 and LISREL8.52 software, for which the nine results were shown in this research. The following three conclusions are drawn based on the research results.
(1)Most users will not pay to avoid advertising.
(2)The hedonic value generated by users does not affect their willingness to pay.
(3)Promotion is the most important factor affecting user's willingness to pay, followed by perceived behavioral control.

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