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| Title: | 付費教育內容平台產品特性對消費者持續使用意向的影響
The impact of product features on educational content paid platforms to consumers` continued usage intentions |
| Authors: | 陳菡
Chen, Han |
| Contributors: | 黃思明
Hwang, Syming
陳菡
Chen, Han |
| Keywords: | 付費教育內容平台
內容質量
產品化程度
消費者持續使用意向
學習風格
Educational content Paid Platform
Content quality
Production degree
Consumers` continued Usage Intentions
Learning style |
| Date: | 2018 |
| Issue Date: | 2018-09-03 15:46:18 (UTC+8) |
| Abstract: | 本研究主要探討在互聯網引入價格和經濟回報機制之後，有哪些因素會進壹步提高消費者對內容產品和平台的價值認知，從而影響對平台的持續使用意向。基於抉策支持系統理論、資訊系統成功模型理論和泛在學習理論，來探討消費者對於付費的內容平台之持續使用的意向有哪些影響因素。又考慮到本研究希望能夠幫助企業平台端解決知識內容產品化過程中的壹些實務問題，比如，能夠促進消費者付費的內容產品應該具備哪些特性，產品化的技術支援應該具備哪些特性，不同學習風格的消費者是否都能夠接受如上特性。因此，確定本研究的四個研究構念，分別為內容質量、產品化程度、學習風格以及消費者持續使用意向。
研究中針對10個大陸地區最具代表性的付費教育內容平台，對其使用過平台的消費者做線上問卷調研，收集403份問卷並加以作統計分析。問卷統計結果顯示內容質量與產品化程度構念，及其所涵蓋平台產品特性，對於消費者是否願意繼續使用該平台，具有正向影響的關系。研究中進壹步發現，消費者學習風格中的視覺型消費者又表現出對上述正向影響，具有關系加強的調節作用。本研究證實付費教育內容平台若具備高內容質量和高產品化程度，那麼平台方即可有效率的提供消費者有效果的內容產品，從而促進消費者保持對該平台的使用意向。同時，也證實了學習風格為視覺型的消費者對此類付費教育內容平台未來行銷的重要意義。本研究結果可以幫助付費內容平台清晰自身和其產品類型在內容市場中的定位，實現平台企業的可持續發展運營。並開創式的形成該領域較系統性的研究，貢獻此前該領域學術研究比較匱乏的狀況。
This study mainly discusses what factors will further enhance consumers` value cognition of content products and platforms, thus affecting their intention to use the platform continuously, after the introduction of price and economic return mechanism into the Internet. Based on the theory of decision support system, the theory of information system success model and the theory of ubiquitous learning, this study discusses the influence factors of consumers` intention to keep using the paid content platform. And considering that this study is hoped to help the enterprise platform to solve some practical problems in the process of producing knowledge content, for example, the characteristics of content products that can promote consumer payment, what features should be available for the technical support of production, and whether consumers with different learning styles can accept such features. Therefore, the four research constructs of this study are decided, they are content quality, production degree, learning style and consumer`s intention to continue to use.
In the study, the consumers who had used 10 of the most representative paid platforms with education content in the mainland China were investigated by online questionnaire, 403 questionnaires were collected and analyzed statistically. The result of the questionnaire shows that the quality of content and the degree of production, as well as the product characteristics of the platform, have a positive impact on consumers` willingness to continue to use the platform. In the further study, it is found that the visual consumers in the learning style of consumers also show positive effects on the above mentioned, which has the regulating effect of strengthening the relationship. This study confirms that if the paid platform with education content has high content quality and high production level, the platform can provide products with effective content to the consumers efficiently, thus promoting the consumers to maintain their intention to use the platform. At the same time, it is also confirmed the importance of the future marketing about this kind of paid platform with educational content by visual consumers of learning style. The result of this study can help the paid platform with educational content to clearly define itself and the types of the product in the content market, and realize the sustainable development and operation of the enterprises with the platform. And the systematic research in this field is formed in a pioneering way, contributing to the lack of academic research in this field. |
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| Description: | 博士
國立政治大學
企業管理學系
104355513 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G1043555131 |
| Data Type: | thesis |
| DOI: | 10.6814/DIS.NCCU.BA.005.2018.F08 |
| Appears in Collections: | [企業管理學系] 學位論文
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Files in This Item:
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| 513101.pdf | 4313Kb | Adobe PDF2 | 299 | View/Open |
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