Usage of OTT TV in Taiwan: A case study of Netflix

• Main Authors: CHEN,PEI-YU, 陳姵妤
• Other Authors: CHUANG,PO-CHUNG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/sh86ts

碩士 === 國立臺灣藝術大學 === 廣播電視學系碩士班應用媒體藝術組 === 105 === With the advance of Internet technology and the change of viewing behavior, OTT（Over The Top）service is now a prosperous industry, in addition to famous platform as we know like “Netflix” and ”iQIY”, there are more and more companies want to share this competitive market. Undoubtedly, there will be more channel entrepreneurs to promote the OTT service. This is a case study of Netflix which plays a leading role in OTT TV industry. This research is based on the Information System Success Model from Technology Acceptance Model and aimed to understand the factors that affect user satisfaction and behavior. The researcher adopts the methodology of questionnaire survey to analysis user behavior; hope to provide guidance and operating strategy for OTT TV in Taiwan.