資訊科技的發展造成出版相關產業的變革，如amazon的網路書店、Apple的Apple TV、Google的youtube等，近來來Netfix與迪士尼等也在線上影音串流平台上提供多種類型的電視節目，這些都讓傳統以電視機為主的傳統媒體造成巨大衝擊。本研究以使用過線上影音串流平台的消費者為研究對象，針對「線上影音串流平台選擇因素」進行分析，經由網路問卷進行資料收集，共得到377份有效問卷。經由重要度-績效分析的結果發現：「節目類型較多元」為受訪者高度重視且高度滿意的品質屬性，建議業者應持續保持節目類型的多元，並持續投入資源維持此項優勢；而「客服人員能幫助我解決我遇到的各種問題」為受訪者高度重視而低度滿意的品質屬性，是線上串流平台業者需要改善的項目。本文最後根據研究結果進一步提出相關的管理策略供業者參考。 The development of information technology has brought about changes in publishing industries, such as amazon's online bookstore, Apple's Apple TV, Google's youtube, etc. Recently, Netflix and Disney have also provided various types of TV programs on online video streaming platforms. It has caused a huge impact on the traditional media mainly based on TV sets. The sample of this study are those who have used online video streaming platforms as the research object and collect data through online questionnaires, and a total of 377 valid questionnaires are obtained. The results of the importance-performance analysis found that “more variety of program types” is a quality attribute that respondents highly value and are highly satisfied with. It is suggested that operators should continue to maintain a variety of program types and continue to invest resources to maintain this advantage; The customer service staff can help me solve all kinds of problems I encounter is a quality attribute that is highly valued by respondents but is low satisfied, and it is an item that online streaming platform operators need to improve. At the end of this paper, based on the research results, further relevant management strategies are put forward for the industry's reference.
