| Summary: | 碩士 === 國立交通大學 === 傳播研究所 === 107 === This study starts from audiences’ perceptual aspect and explores how the subjective experience gained by audiences through knowledge-paid media affect their adoption intention and psychological well-being. According to our topic, we used Perceived Value Model as our main theoretical basis, and use personalization, customization, emotional attachment, social consciousness and control as our perceived quality items, at the same time, we concerned both currency and non-currency factors of perceived sacrifice to explore how audiences are affected by above factors.
We adopted both a questionnaire survey and in-depth interview method to complete our research. First, we use in-depth interview to collect different views from whom have never used, used and are using knowledge-paid media. Second, a quantitative method was conducted by questionnaire survey, and statistical analysis was carried out based on research hypotheses and problems. From our research findings, we found the perceived quality of customization, emotional attachment and control have significant effects on the adoption intention and psychological of audiences. And perceived sacrifice has a significant negative impact on users’ adoption intention, but has no relationship with their psychological well-being. In addition, perceived valuation has a complete mediating effect between customization, emotional attachment and psychological well-being, and has a partial mediating effect between perceived sacrifice and psychological well-being.
According to the above results, we proposed some conclusions, including of the transformation of personalization advantages in knowledge-paid media, the inadequacies of current knowledge-paid media platforms and the importance of interactive ways, emotional attachment, and feelings of control in knowledge-paid media.
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