User experience research of OTT platform

• Main Authors: LIN, YU-TING, 林于婷
• Other Authors: LIU, ELIM
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/s9m3y2

碩士 === 南臺科技大學 === 資訊傳播系 === 107 === For the past few years, the progress of digital and broadband technology has enhanced the development of the Internet and digital convergence, the role and boundaries of traditional media are no longer, the emerging media OTT video service, whether it is traditional media, such as cable TV, channels, telecommunications, etc., have started to operate OTT, in the face of the era of digital convergence, In the case of human resources, the way people access information is becoming more and more convenient, that is to say, the frequency of people's use of traditional media is getting lower and lower, emerging media gradually affect the habits and behaviour of the audience, that is to say, in the era of digital technology, the traditional television media can no longer meet the needs of the audience, they will be through the Network, television, Computers, tablets, mobile phones and other "multi-fluoridal carriers" to find what they need. OTT is the acronym for Over-The-Top, which refers to the internet’s ability to provide audio and video content and services to audiences that no longer need to rely on traditional media as was the case in the past. These services are also called "online film and television platforms", "digital audio and video streaming platforms" and other similar names. Nowadays, “TV Everywhere” has become normal to consume entertainment on TV, computers, tablets and mobile phones as a regular part of daily life.Since 2016, the rise of the OTT market coupled with the public awareness of viewing copyright has meant that more and more people willing to pay to use the platform to watch audio and video. Combined with the advantages of the VOD that the OTT can quickly sprang up. But when viewing audio and video using different OTT audio-visual streaming platforms, whether its interface affects consumers' experience in use and thus their satisfaction. Therefore, the research will focus on three streaming platforms, namely iQIYI, LINE TV and Netflix. This study will explore the usability of OTT streaming platform from the perspective of user experience, including a performance survey of user's operation and usability, and careful observation to understand the user's operational problems. The goal will then be to discover the factors that affect usability.