為探討原創內容對消費者訂閱意願的影響關係，本研究假設原創內容為產品差異化的其中一種行銷方式，並認為產品差異化將會透過顧客權益中的價值權益、品牌權益，以及關係權益的中介作用進而影響消費者購買意願。我們利用SPSS探討三個變項中的題項分析，確認每一題都符合基本信度與效度之標準後，再使用驗證式因素分析(CFA)跑出更精確的相關性數值。除此之外，也利用敘述統計歸納出各項控制變數的有效填答數，最後再經結構方程模型(SEM)分析此篇研究的六個假設檢定。結果顯示，三個變數之間皆呈現顯著的正向影響，產品差異化確實影響了價值權益、品牌權益以及關係權益；而顧客權益確實在產品差異化與購買意願之間飾演了中介角色。換句話說，串流平台的觀眾極有可能會被該平台的原創內容吸引後，直接提升了企業的顧客權益，隨後增加顧客想訂閱該平台的意願。

To explore the influence of original content on consumers' subscription intention, this study assumes that original content is one of the marketing methods of product differentiation, and we believes that product differentiation will influence consumers' purchase intention through the mediation of value equity, brand equity and relationship equity which belong to customer equity. We conducted SPSS to discuss the item analysis of the three variables, confirmed that each item met the basic reliability and validity criteria. Further, we used the Confirmatory Factor Analysis (CFA) to run more accurate correlation values. In addition, the valid answers of each control variable were summarized by Descriptive Statistics, and the six hypotheses testing of this study were analyzed by Structural Equation Model (SEM). The results show that there are significant positive effects among the three variables, that is, product differentiation does affect value equity, brand equity and relationship equity. Moreover, customer equity does play an intermediary role between product differentiation and purchase intention. In other words, it is highly likely that the audience of a streaming service will be attracted to the original content of the platform, which will directly enhance the customer equity of a firm, and then increase the willingness of customers to subscribe to the platform.

論文審定書 ⅰ
公開授權書 ⅱ
摘要 ⅲ
ABSTRACT ⅳ
目錄 ⅴ
CHAPTER 1: INTRODUCTION 1
1.1 RATIONALE OF THE RESEARCH 1
1.2 RESEARCH GAPS 5
1.3 RESEARCH OBJECTIVE & HYPOTHESIS 7
1.4 RESEARCH PROCESS 8
CHAPTER 2 LITERATURE REVIEW 10
2.1 PRODUCT DIFFERENTIATION 10
2.2 CUSTOMER EQUITY 13
2.3 PURCHASE INTENTION 18
2.4 HYPOTHESIS DEVELOPMENT 20
CHAPTER 3 RESEARCH METHODOLOGY 25
3.1 RESEARCH DESIGN 25
3.2 DATA COLLECTION STRATEGY 25
3.3 DATA ANALYSIS STRATEGY 31
CHAPTER 4: RESEARCH FINDINGS 33
4.1. CONFIRMATORY FACTOR ANALYSIS 33
4.2. DESCRIPTIVE STATISTICS ON SAMPLES 35
4.3. HYPOTHESES TESTING 37
CHAPTER 5: DISCUSSION AND CONCLUSION 40
5.1 THEORETICAL AND MANAGERIAL IMPLICATIONS 40
5.2 LIMITATION AND FUTURE RESEARCH DIRECTIONS 42
APPENDIX 1: SURVEY QUESTIONS IN ENGLISH 49
APPENDIX 2: SURVEY QUESTIONS IN MANDARIN 53


List of Figures

Figure 1-1: Research Process 09
Figure 2-1: Research Model 24
Figure 3-1: Process of data analysis 32

List of Tables

Table 3-1: Purchase Intention Measures Developed in This Research 28
Table 3-2: Product Differentiation Measures Developed in This Research 29
Table 3-3: Customer Equity Measures Developed in This Research 30
Table 3-4: Control Variable Measures Developed in This Research 31
Table 4-1: Confirmatory Factor Analysis on Measures 33
Table 4-2: Construct Correlations and Discriminant Validity 35
Table 4-3: Descriptive Statistics on Sample Characteristics (N=310) 36
Table 4-4: Structural Parameter Estimates and Model Fit Indices 39

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