YouTube Premium 用戶持續付費之研究

Abstract

免費增值是指廠商免費提供產品的基本功能與服務，以增加使用者基數，並 藉此向願意升級至進階服務的使用者收取額外費用的一種商業模式。我們透過探 討訂閱 YouTube Premium 的付費用戶之持續付費使用以研究此商業模式。本研 究結合預期確認模型、感知價值理論，以及滿意度理論，並以問卷形式收集資料， 再以結構方程模型進行關聯性分析。研究結果顯示，YouTube Premium 用戶的 體驗符合用戶期望、YouTube Premium 帶給用戶正面的情感體驗、YouTube Premium 讓用戶感到物有所值，以及用戶對 YouTube Premium 感到滿意越高， 皆可顯著提升 YouTube Premium 用戶持續付費的意願。

Freemium refers to a business model in which manufacturers free provide basic functions and services of a product to expand the user base, thus being able to charge users additional fees for upgrading to the advanced service. We study this business model by investigating continued paid use for YouTube Premium. Combined with expectation-confirmation model, perceived value theory, satisfaction theory, this study uses structural equation modeling to analyze data from questionnaires and perform a correlation analysis. We find that expected confirmation, positive emotional experiences, making users feel value for money, and increasing users' satisfaction can all significantly increase users' willingness to continuously subscribe YouTube Premium.