蕭衛鴻張芮瑄2025-08-282025-08-282027-08-01U0061-1308202301354600https://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0061-1308202301354600https://nutcir-lib.nutc.edu.tw/handle/123456789/1181近年來，OTT影音串流平台迅速發展，帶來了龐大的市場商機。然而，在市場競爭加劇的情況下，該行業也面臨著市場飽和以及物價上漲等挑戰。儘管大量的OTT影音串流平台增加了訂閱數量，但在激烈的市場競爭下，也增加了顧客流失的風險。因此，從OTT影音串流提供商的角度來看，進一步瞭解消費者轉換意圖的前因變得至關重要。有鑑於此，本研究以認知-情感-行為(Cognitive-Affective-Behavior, CAB)為框架，並結合人口遷徙的推-拉-繫住力理論(Push-Pull-Mooring theory, PPM)作為本研究之研究變數，探討付費OTT影音串流平台推力-拉力-繫住力各認知因素以及情感因素，進而去探討使用者對付費OTT影音串流平台的轉換意圖。 根據偏最小平方法(Partial Least Squares, PLS)的分析結果顯示，首先，在拉力效果方面，證實了其他OTT影音串流平台的替代品吸引力會對原平台的滿意度產生負向影響，且原平台的滿意度對轉換意圖也有負向影響。在推力效果方面，使用者對原平台的知覺風險會對焦慮產生正向影響，其中在探討的五個知覺風險維度（績效、社會、財務、時間、隱私風險）當中，又以社會風險的影響最為重要，並且使用者的焦慮也會正向影響轉換意圖。最後，在繫住力效果方面，發現原平台的轉換成本對情感承諾有正向影響，但使用者對原平台情感承諾對轉換意圖並無負向影響。並根據研究結果，本研究提出相關看法與建議。In recent years, OTT streaming platforms have rapidly developed, bringing significant market opportunities. However, the industry also faces challenges such as market saturation and price increases amid intensified market competition. Despite the increase in subscription numbers by numerous OTT streaming platforms, the risk of customer churn has also risen in this fiercely competitive landscape. Therefore, it is crucial from the perspective of OTT providers to further understand the antecedents of consumer switching intention. In light of this, this study adopts the Cognitive-Affective-Behavior (CAB) framework and combines it with the Push-Pull-Mooring (PPM) theory of population migration as research variables to explore the cognitive and affective factors of push-pull-mooring forces in paid OTT streaming platforms and examine users’ conversion intentions. Based on the Partial Least Squares (PLS) analysis, the results confirm that in terms of the pull effect, the attractiveness of alternative OTT streaming platforms has a negative impact on the satisfaction with the original platform, and the satisfaction with the original platform also negatively affects conversion intention. Regarding the push effect, users’ perceived risks of the original platform have a positive influence on anxiety. Among the five dimensions of perceived risks examined (performance, social, financial, time, and privacy risks), social risk has the most significant impact, and user anxiety also positively affects conversion intention. Lastly, concerning the mooring effect, it is found that the switching costs of the original platform have a positive impact on affective commitment, but users’ affective commitment to the original platform does not have a negative influence on conversion intention. Based on the research findings, this study proposes relevant opinions and recommendations.zhOTT影音串流平台推-拉-繫住力理論認知-情感-行為框架轉換意圖OTT Video Streaming PlatformsPush-Pull-Mooring (PPM) TheoryCognitive-Affective-Behavioral (CAB) FrameworkSwitching Intentionsmaster thesis