近幾年來線上內容的急速發展，不但為消費者的生活帶來的數位化的革命，也為企業帶來新的商機。然而對於消費者採用線上內容行為的瞭解不甚完整，導致線上內容服務的經營者面臨獲利模式不明確的困境。有鑒於瞭解影響消費者對於線上內容服務採用的因素，對致力於線上內容服務的經營者而言是極為重要的研究議題。本論文提出二個研究問題，第一個研究問題為影響消費者對於娛樂導向(hedonic)的線上內容服務採用的因素為何? 第二個研究問題為影響消費者對於效用導向(utilitarian)的線上內容服務採用的因素為何? 並且藉由二個獨立的實證研究來探討消費者對於娛樂及效用導向的線上內容服務的採用行為，研究結果可使線上內容服務經營者對於消費者採用行為有更完整的瞭解，並且作為他們制定經營策略時的參考依據。
第一篇研究主要探討影響消費者對於娛樂導向的線上內容採用的因素。本篇研究以顧客價值模式為理論基礎，融入資訊科技的特性，發展出一研究模式，來探討消費者對於認知利益(包括認知有用性與認知有趣性)、認知犧牲(包括認知易用性與認知金錢代價)、認知價值與購買意圖之間的關係。並以線上音樂為例，利用網路調查收集302個網路使用者的問卷，經SEM技術分析得知，研究模式對於線上音樂購買意圖的解釋力高達82%。研究發現進一步購買者與潛在購買在認知利益對認知價值的影響並不相同。由於採用娛樂導向的線上內容服務的動機大多是滿足自我愉悅，娛樂導向線上內容服務的採用者通常具有消費者與科技採用者雙重特質，因此，有別於以信念-態度-意圖-行為為基礎的模式，主要用於探討組織內以工作導向資訊科技採用行為，研究結果顯示價值-意圖為基礎的模式，對於娛樂導向的線上內容服務採用行為，有良好的預測能力。
第二篇研究主要探討影響消費者對於效用導向線上內容服務採用行為的因素。根據過去文獻指出，資訊品質是影響工作導向資訊系統採用行為的要因，因此本文以認知資訊品質為核心，建構一研究模式，並以線上醫療資訊為例，來探討認知資訊品質在效用導向線上內容服務之採用行為中所扮演的角色。研究模式包括六項影響醫療資訊品質的資訊特性(權威性、可辨證性、可理解性、有用性、完整性、即時性)、醫療資訊品質認知、資訊滿意度以及使用意圖等變數。為了解上述變數之間的關係，本文以台北市社區大學202位學員為調查對象，研究結果發現模式中的六項醫療資訊特質對於醫療資訊品質的影響皆為顯著，且醫療資訊品質認知顯著影響消費者的資訊滿意度以及使用意圖。研究結果建議，經營者應加強效用導向線上內容的資訊品質，來提升資訊滿意度及使用意圖。
最後，本論文針對二個研究結果，對實務界提出建議，協助其訂定更臻完善的經營策略，另外本文也提出對學術界未來研究方向的建議。

The proliferation of online content services has not only created digital revaluation of our lives but has also provided the new business opportunities. However, the business model is unclear and the profitability is questionable as a result of the unknown about consumers’ adoption behavior in the online content services. Up to now, the environment that online content service providers plunge forward into is filled with uncertainty. As to the online content service providers who struggle to find profitable business models, more knowledge on the factors influencing the consumers’ adoption behavior of online content services is needed. Hence, this dissertation conducted two studies from hedonic and utilitarian perspectives to provide richer understanding of consumers’ adoption behavior of online content services.
In the first study, a research model based the value-intention theory was proposed to investigate the purchasing behaviors of hedonic online content. The model was empirically tested with a sample of 302 Internet users. The results showed that the perceived value of online music is a core factor in predicting the consumers’ intention of buying music online in Taiwan. Both the beneficial factor of the perceived usefulness and playfulness and the sacrificing factor of the perceived price were identified for assessing the value. Furthermore, the results provide evidence for indicated differences in the determinants of initial and continued purchase intention.
The second study focused on the utilitarian online content. A research model was established to provide an explanation of the factors influencing online consumers’ decisions regarding whether to utilize sites for searching health information. The research model was consisted of the perception of health information quality, six antecedents (authority, justifiability, understandability, usefulness, completeness and timeliness) and two consequences (information satisfactions and intentions to use web sites). The research model employ the survey data collected from 202 students at community colleges in Taiwan to examine the relationships between the different parts of the research model. The results of the second study indicated that the six antecedents of health information significantly affected consumers’ perceptions of its quality. Also, the consumers’ perceptions of the quality of health information significantly influenced their satisfaction levels with that information as well as their intention to consult the Internet for health information in the future.
Finally, the implications of these findings for service providers and the directions for future research are discussed herein.

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