影響越南觀眾使用 SVOD 服務意向因素之研究

Abstract

COVID-19 的全球影響以一種無法預料的方式改變了世界。 COVID-19 對許多企業產生了重大影響，並具有長期影響。儘管在某些國家/地區實施了社交疏離令，但 Subscribe to Video On Demand (SVOD) 服務仍然是在大流行期間取得積極進展的少數幾個領域之一。 可見，SVOD服務行業潛力巨大，但對消費者使用SVOD服務意向的研究仍然有限。本文的目的是識別和分析影響越南客戶使用 SVOD 服務意向的因素。從研究結果來看，提出一些影響越南消費者使用 SVOD 服務意向的政策含義。作者建立了一個研究框架，包括影響越南客戶使用 SVOD 服務意向的 6 個因素。本文的目的是識別和分析影響越南客戶使用 SVOD 服務意向的因素。從研究結果來看，提出一些影響越南消費者使用 SVOD 服務意向的政策含義。作者建立了一個研究框架，包括影響越南客戶使用 SVOD 服務意向的 6 個因素。包括來自技術接受模型 (TAM) 的兩個因素，Perceived usefulness 和 Perceived ease of use，結合來自計劃行為理論 (TPB) 的兩個因素，Subjective norm 和 Perceived behavioral control，最後來自基於價值的採用模型(VAM)的另外兩個因素，Enjoyment 和 Perceived fee。之後，通過消息傳遞應用程序和社交媒體設置並分發給參與者的問卷。 共有212人接受了調查。 數據通過Cronbach's Alpha係數、探索性因素分析和多元回歸進行檢驗和處理。 結果表明，研究模型中的所有6個因素都對越南客戶使用SVOD服務的意向產生了影響。其中，Perceived fee排名第一（Beta = 0.286），其次是Perceived usefulness（Beta = 0.233）、Subjective norms（Beta = 0.181）、Enjoyment（Beta = 0.168）、Perceived behavioral control（Beta = 0.173），最後是 Perceived ease of use（Beta = 0.155）。本論文的研究結果可以幫助 SVOD 服務提供商更好地了解消費者對 SVOD 服務的行為，從而在越南市場製定更有效的營銷策略。

The worldwide impact of COVID-19 has changed the world in an unforeseen way. COVID-19 has impacted a number of businesses significantly, with long-term implications. Despite social distancing orders in some countries, the Subscribe to Video On Demand (SVOD) service still stands out as one of the few areas that has made favorable strides during the pandemic. Therefore, we can see that the SVOD service industry has great potential, but the number of research on consumer behavior towards SVOD services is still limited.In this thesis, the goal is to identify and analyze the factors affecting the intention to use SVOD services of Vietnamese audiences. From the research results, there are some policy implications affecting the intention to use SVOD services of Vietnamese consumers. The author has built a research framework including 6 factors affecting the intention to use SVOD services of Vietnamese audiences. Including 2 factors from the Technology Acceptance Model (TAM) , which are perceived usefulness and ease of use, combined with subjective norm and perceived behavioral control from the Theory of Planned Behavior model (TPB), along with two other factors from Value-based Adoption Model (VAM), enjoyment and perceived fee. After that, a questionnaire was set up and distributed to the participants via messaging apps and social media. A total of 212 people were surveyed. The data is checked and processed by Cronbach's Alpha coefficient, exploratory factor analysis and multiple regression. The results show that all 6 factors in the research model have an impact on the intention to use SVOD services of Vietnamese audiences. In which, Perceived fee is ranked first (Beta = 0.286), followed by Perceived usefulness (Beta = 0.233), Subjective norms (Beta = 0.181), Enjoyment (Beta = 0.168), Perceived behavioral control (Beta = 0.173), and finally Perceived ease of use (Beta= 0.155). The findings of this thesis canassist SVOD service providers in gaining a better understanding of consumer behavior toward SVOD services, allowing for more effective marketing tactics in the Vietnamese market.