無所不在科技讓使用者能夠在任何時間、任何地點透過行動裝置獲得豐富的數位內容，然而，使用者卻沒有足夠時間瀏覽如此多樣化的內容，即使瀏覽後印象也不深刻。使用者的時間將成為企業急需掌握的重要資源，使用者的注意力也成為企業高度重視的競爭重點。企業為了能夠在競爭的市場中脫穎而出，必須採取新的策略，以獲取使用者寶貴的時間。因此，本論文由神迷理論、顧客忠誠四階段模型、交易成本理論、轉換成本理論發展兩個實證研究探討獲取使用者時間的策略：延長使用時間、搶奪零碎時間與綁住未來時間。
研究一主要探討延長使用時間策略。本研究以線上影音平台YouTube作為研究對象，驗證在數位內容平台中使用者意外的發現(Serendipity)對於神迷體驗的影響，進而延長使用時間。分析結果顯示，影音平台提供廣泛的超連結、多樣且非預期性的資訊、引發好奇心的機制，對於使用者意外的發現與神迷體驗有顯著的影響，進而影響使用者延長使用時間。研究二則是探討搶奪零碎時間與綁住未來時間策略。本研究以行動購物Shopee作為研究對象，驗證降低交易成本與提高轉移成本作為搶奪零碎時間與綁住未來時間策略對於顧客持續使用意願的影響。分析結果顯示，行動購物中降低交易時間成本以及個人化的財務與功能的鎖定所提高的轉移成本，對於顧客滿意度與習慣有顯著的影響，進而影響持續使用意願。
綜觀上述研究結果顯示，使用者時間資源的重要性越來越重要，企業應從整體的策略角度思考如何獲取使用者的時間。本論文之實證研究結果初探三種獲取使用者時間的策略，驗證意外的發現、降低交易時間成本、個人化的財務與功能鎖定，對於獲取使用者的時間有顯著的影響。最後並針對研究結果，提出學術與管理意涵，以協助實務界訂定經營策略，並提出未來研究方向的參考建議。

Ubiquitous technology allows users to obtain rich digital content through mobile devices at any time and any place. However, users do not have enough time to browse such diverse content, even if they are not impressed after browsing. The user's time has become an important resource that the company urgently needs to master, and the user's attention has also become the focus of competition highly valued by the company. In order for companies to stand out in a competitive market, they must adopt new strategies to gain valuable time for users. Therefore, this dissertation develops two empirical studies from the flow theory, the four-stage model of customer loyalty, transaction cost theory, and switching cost theory to explore strategies for acquiring user time: prolonging the usage time, snatching the fragmented time, and tying up the future time.
The first study mainly discusses the strategy to prolong the usage time. This study uses the online video platform YouTube as the research object to verify the impact of the user's perceived serendipity on the flow experience, and thus extend the use time. The analysis results show that the online video platform provides a wide range of hyperlink connections, diverse and unexpected information, and a mechanism for inducing curiosity, which has a significant impact on the user's perceived serendipity and the flow experience, which in turn affects the users prolonged the usage time.
The second research discusses the strategies of snatching fragmented time and tying up future time. This study takes mobile shopping application, Shopee, as the research object and verifies the effect of reducing transaction costs and increasing switching costs as strategies to snatch fragmented time and tie up future time on customers' intention to repurchase. The analysis results show that saving-time and personalized lock-in mechanisms on mobile shopping have a significant impact on customer satisfaction and habits, which in turn affect the repurchase intention.
Concluding from above, user time resources are becoming more and more critical. Enterprises should consider how to obtain user time from the perspective of the overall strategies. The empirical study results of this dissertation initially discuss three strategies for acquiring user time, verifying serendipity, reducing transaction time costs, and personalized lock-in, which have a significant impact on acquiring user time. Finally, based on the results, this dissertation proposes academic and management implications to help the enterprises to formulate business strategies and makes suggestions for future research.

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