蕭衛鴻李俐潔2025-08-272025-08-272027-08-31U0061-0108202302451400https://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0061-0108202302451400https://nutcir-lib.nutc.edu.tw/handle/123456789/1109隨著顧客導向思維發展與消費習慣的不斷變換，促使零售業迅速發展，進而造就了訂閱經濟浪潮的興起。近年來，就本研究所關注的臺灣訂閱市場而言，權限訂閱(Access Subscription)被視為是訂閱制四大類別中成長速度最快、普及程度最高的商業模式。有鑑於此，本研究將聚焦於權限訂閱環境，試圖以利益、犧牲觀點剖析影響消費者採用權限訂閱之關鍵因素。基於上述目的，本研究納入基於價值的採用模型(有用性、享樂、知覺費用、技術性)作為主要理論框架，並結合創新擴散理論之創新採納要素(相容性、可觀察性、可試驗性)、知覺風險理論所含子維度(心理、隱私、來源風險)，以更加全面探討消費者採用權限訂閱時所考量之正負面因素。此外，本研究亦納入學術界尚未被探究的訂閱疲勞現象，以確認其是否真正影響訂閱意圖。 根據偏最小平方法(Partial Least Squares, PLS)結果顯示，在消費者的價值形成中，利益變數(有用性、享樂、相容性、可觀察性、可試驗性)皆於價值評估過程扮演著關鍵角色，其中特別是「有用性」被確定為影響價值判斷最大的因素。以犧牲變數而言，僅有知覺費用負向顯著影響知覺價值，可見消費者對於權限訂閱服務的定期付費標準仍較為重視。最後，與原推論之假設相同，消費者對於權限訂閱的價值評估將顯著影響其訂閱意圖。同時，本研究亦證實訂閱疲勞與訂閱意圖間的負向顯著關係，從而為訂閱市場中的「疲勞」現象提供了實際證據，並對訂閱學術領域研究帶來了新的觀點與研究方向。The retail industry has rapidly expanded due to the evolving customer-oriented thinking and changing consumer habits, giving rise to the subscription economy trend. In Taiwan's subscription market, access subscription services have been regarded as the fastest-growing and most widely adopted business model among the four categories of subscription-based models. In light of this, The study aims to focus on the access subscription, attempting to analyze the key factors influencing consumers' adoption of access subscription from the perspective of benefits and sacrifices. The study incorporates a value-based adoption model (usefulness, enjoyment, perceived fee, technicality) as the primary theoretical framework, combined with the diffusion of innovation theory 's adoption elements (compatibility, observability, trialability) and the sub-dimensions of perceived risk theory (psychological, privacy, source risk) to comprehensively explore both positive and negative key factors influencing consumers' adoption of access subscription. Furthermore, the study also investigates the subscription fatigue phenomenon, which has not yet been explored in the academic field, in order to ascertain its true impact on subscription intention. Based on PLS analysis results, The study shows that benefit variables (usefulness, enjoyment, compatibility, observability, trialability) are crucial in assessing consumer value, with usefulness being the most influential factor in value judgment. Regarding sacrifice variables, only perceived fee negatively and significantly affects perceived value, indicating that consumers place greater importance on the regular payment criterion. Lastly, consumers' evaluation of the value significantly influences their subscription intention. Simultaneously, the study confirms a negative and significant relationship between subscription fatigue and subscription intention, providing empirical evidence for the phenomenon of "fatigue" in the subscription market and offering new perspectives and research directions in the field of subscription studies.zh權限訂閱基於價值的採用模型創新擴散理論知覺風險理論訂閱疲勞訂閱意圖access subscriptionvalue-based adoption modeldiffusion of innovation theoryperceived risk theorysubscription fatiguesubscription intentionmaster thesis