摘要
近年來，OTT 影音服務在後疫情時代下篷勃發展，各平台之間的競爭越來 越激烈。向來提供純 SVOD 服務模式的 Netflix 為了維持收益增長和留住訂閱戶， 於 2022 年底在國外 12 個國家推出同時具備 SVOD 模式與 AVOD 模式特點的 「廣告版訂閱方案」(Basic With Ads)，屬於新的 Hybrid SVOD-AVOD 模式。 本研究以 Netflix 為例，引用擴展性科技接受模型，探討 SVOD 及 Hybrid SVOD- AVOD 兩種服務模式之下消費者的訂閱意願，同時檢驗 VOD 模式的調節效果， 並調查消費者對廣告版訂閱方案的看法。
本研究以問卷調查法進行研究，收回有效問卷 491 筆，並透過 SPSS 及 SmartPLS 統計軟體進行資料分析。研究結果顯示，在 SVOD 及 Hybrid SVOD- AVOD 服務模式情境之下，知覺有用性、知覺易用性與知覺愉悅性對 OTT 影音 平台的使用態度和行為意圖皆有顯著的正向影響，而 VOD 模式在知覺有用性和 使用態度之間存在調節效果。最後，雖然 Netflix 廣告版訂閱方案尚未在台灣正 式推出，但是受測者根據情境想像，所表達出對於此方案之使用態度及意願並不 高，本研究亦根據受訪者之回饋，歸納出關鍵原因。
基於研究結果，本研究提出建議未來 OTT 影音平台相關從業人員可嘗試經 營和優化的方向，並針對 Netflix 提出將來在台灣實施 Hybrid SVOD-AVOD 模式 的訂閱方案時，須慎重考量的問題。以上皆讓 OTT 影音產業中消費者行為意圖 的研究有不同的觀點探討。

ABSTRACT
In recent years, OTT video services have flourished in the post-pandemic era, and competition between platforms has become increasingly fierce. In order to maintain revenue growth and retain subscribers, Netflix, which has always provided SVOD service model, launched a "Basic With Ads" subscription plan in 12 countries at the end of 2022, which combines both SVOD and AVOD characteristics, and belongs to a new Hybrid SVOD-AVOD model. This study takes Netflix as an example, using the extended technology acceptance model to explore consumers' subscription intention under the SVOD and Hybrid SVOD-AVOD service models, examining the moderating effect of the VOD model, and investigating consumers' views on the "Basic With Ads" subscription plan.
This study used a questionnaire survey method and collected 491 valid questionnaires, which were analyzed using SPSS and SmartPLS statistical software. The results showed that under the SVOD and Hybrid SVOD-AVOD service models, perceived usefulness, perceived ease of use, and perceived pleasure all have a significant positive impact on the attitude and behavioral intention towards OTT video platforms, and the VOD model has a moderating effect between perceived usefulness and attitude. Although the Netflix Basic With Ads subscription plan has not yet been officially launched in Taiwan, the respondents' attitude and intention to use this plan were low according to the imagined situation, and this study also summarized the key reasons based on the feedback from the respondents.
Based on the research results, this study proposes directions for future OTT video platform practitioners to try to operate and optimize, and puts forward issues that Netflix should carefully consider when implementing the Hybrid SVOD-AVOD model subscription plan in Taiwan in the future. All of the above can provide different perspectives for the study of consumer behavior intentions in the OTT video industry.

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