以前景理論探討消費者對訂閱制影音串流服務的促銷回應

一、研究目的: 本研究以前景理論為基礎，旨在驗證訂閱制影音串流服務市場的消費者是否偏好增量促銷而非折扣促銷，並探討影音串流平台種類和持續訂閱與否對促銷偏好的調節效果。
二、研究方法: 本研究分為兩部分: 研究I探討潛在訂閱用戶的促銷偏好以及探討影音串流平台種類對促銷偏好的調節效果；研究II則探討訂閱用戶的促銷偏好以及影音串流平台種類和續訂與否對促銷偏好的調節效果。透過實驗設計法設立不同促銷情境並進行實驗，再以ANOVA和T檢定方法，分析不同情境的受訪者對促銷的態度、訂閱意願與推薦意願。
三、研究結果: 實驗分析結果得知，潛在訂閱用戶對增量促銷有較強烈的正向態度、訂閱意願，但推薦意願上並無明顯差異。持續訂閱的用戶則在增量促銷上有較強烈的正向態度、訂閱意願與推薦意願，相反地，無持續訂閱用戶則在折扣促銷上有較強烈的正向態度、訂閱意願與推薦意願。最後，平台種類在兩種促銷方式上並沒有顯著影響。
四、研究貢獻: 本研究以前景理論的角度，開創性探討了訂閱制影音串流服務的促銷策略，為企業提供具有價值的參考，並為現有文獻做出了貢獻。

Purpose: This study based on prospect theory, aims to verify whether consumers of subscription-based video streaming services prefer incremental promotions over discount promotions. It also investigates the moderating effects of streaming platform types and subscription continuity on promotional preferences.
Method: The study is divided into two parts. Study I examines the promotional preferences of potential subscribers and explores the moderating effects of streaming platform types on promotional preferences. Study II investigates the promotional preferences of subscribers and the moderating effects of streaming platform types and subscription continuity on promotional preferences. Experimental designs are used to create different promotional scenarios, and attitudes towards promotions, subscription intentions, and recommendation intentions are analyzed using ANOVA and t-tests.
Findings: The results of the experiments reveal that potential subscribers exhibit a stronger positive attitude and subscription intention towards incremental promotions, while there is no significant difference in recommendation intentions. Subscribers with continuity display a stronger positive attitude, subscription intention, and recommendation intention towards incremental promotions, whereas non-continuing subscribers exhibit a stronger positive attitude, subscription intention, and recommendation intention towards discount promotions. Additionally, the type of platform does not significantly influence either promotional method.
Contribution: This study, grounded in prospect theory, offers pioneering insights into promotional strategies for subscription-based video streaming services. It provides valuable references for businesses and contributes to the existing literature.