台灣有線電視自1993年合法化以來，一直都是台灣多數家庭主要的收視來源，但隨著科技演進，如今網路媒體的滲透率已超越電視，尤其4G通訊帶起行動上網及OTT TV之興起，都讓有線電視逐漸從消費者的客廳中消失。2018年起，台灣有線電視訂戶總數首度出現衰退，相較於美國有線電視的剪線潮 （cord-cutting），國內有線電視受OTT TV之衝擊，似乎比外界預期來得晚且訂戶數波動不若國外強烈。有線電視業者是否能在這波行動收視的趨勢下突圍？而消費者長期使用有線電視下，是否仍會產生轉換至OTT TV之意願？剪線潮是否也會在台灣上演？若真的步上美國市場後塵，台灣有線電視業者又該如何因應？

本研究將以上述思考點切入，探討有線電視既有消費者是否會受到OTT TV之吸引，進而產生轉換至OTT TV之使用意願。主軸將以推力－拉力－繫留力模型 （Push-Pull-Mooring Model）為基礎，瞭解消費者在有線電視之推力、OTT TV之拉力以及個人與外在環境對消費者之繫留力作用，將三者與轉換意願進行關聯性分析。此外，本研究也希冀瞭解偏向個人、規範與社會心理構面的繫留力，在成為干擾變數後，對推力、拉力與轉換意願之間的干擾效果。

本研究透過網路問卷之調查方式，總共收回759份有效問卷。經迴歸分析後發現，消費者對有線電視的知覺價值（推力）、OTT TV之系統品質（拉力）、OTT TV之內容多元性（拉力）、消費者收視慣性（繫留力）以及群聚效應認同度（繫留力），均在消費者從有線電視轉換至OTT TV之行為上扮演著具有影響力之變數。此外，繫留力亦在推力、拉力與轉換意願間具有干擾效果。根據本研究之結果，建議有線電視業者應強化消費者之知覺價值感受及收視慣性，同時亦可與OTT TV採取策略合作，使有線電視OTT化，以藉此降低消費者之轉換意願。

CATV (Cable Television) had been the main resource of information since it was legalized in 1993 for most of the family in Taiwan, but with the advances in technology, now people tend to use internet to search for information. This phenomenon comes from the wide use of fourth-generation mobile communication technology (4G), which also resulted in the popularity of OTT TV and mobile browsing. The number of people watching CATV started to decrease in 2018, compared to the cord-cutting trend in the USA, the impact for CATV seems to be late and not as significant as we expected. Will CATV providers be able to survive in the fierce competition with OTT TV? Will consumer switch to OTT TV given the fact that they had watched CATV for a long time? If the cord-cutting really happened in Taiwan, what will CATV providers do to survive?

In this research, we focus on the switching intention of people from CATV to OTT TV. The research is based on push-pull-mooring theory (PPM). Through PPM theory, we can understand the influences of the push of CATV, the pull of OTT TV and the mooring effect of personal and external environment on switching intention. In addition, we use push, pull and mooring effect as moderators and discuss their interference effects upon the switching intention.

There are 759 valid questionnaires collected and the hypotheses are tested by regression analysis. The result shows that Perceived Value, System Quality, Content Diversity, Watching Habit and Critical Mass, are important variables to switching behaviors from CATV to OTT TV. Mooring effect causes moderating effect between push and switching intention. Therefore, based on the result, it suggests that the CATV providers should enhance the Perceived Value and Watching Habit, and may consider to strategically cooperate with OTT TV to reduce the switching intention of people from CATV to OTT TV.

目 錄
論文審定書 I
誌謝 II
摘要 III
ABSTRACT IV
目錄 V
圖次 VII
表次 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 4
第四節 研究範圍與限制 5
第二章 文獻探討 6
第一節 有線電視產業 6
第二節 OTT TV 產業 7
第三節 PPM（PUSH-PULL-MOORING）理論 7
第四節 知覺價值 9
第五節 加值服務滿意度 9
第六節 系統品質 10
第七節 內容多元性 10
第八節 收視慣性 10
第九節 群聚效應 11
第十節 轉換意願 11
第三章 研究設計 12
第一節 研究結構 12
第二節 研究模式與假設 13
第三節 研究方法 19
第四章 實證分析 22
第一節 樣本結構敘述與變數基本分析 22
第二節 信度與效度分析 26
第三節 探討推力、拉力與繫留力對轉換意願之影響程度 30
第四節 探討繫留力對推力與轉換意願之干擾效果 37
第五章 結論與建議 43
第一節 研究結論 45
第二節 研究建議 51
第三節 管理意涵 55
參考文獻 57
附錄 研究問卷 61

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三、網路

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