2018年年會論文 | 返回論文列表 |
篇名 線上影音平台之品牌忠誠爭霸戰―― 以愛奇藝與 Netflix 為例
The Battle of Brand Loyalty between iQIYI & Netflix
作者 楊喬文 蘇育雯
中文摘要
2016 年為台灣線上影音平台(Over-The-Top)元年,OTT 技術改變人們觀影模式
與消費性娛樂行為。隨著 Netflix 與愛奇藝加入台灣市場,用戶對於這兩大 OTT 平
台的使用考量與品牌認知是否有差異。本研究沿用品牌權益理論的品牌形象、知覺
品質,以及品牌忠誠三構面,比較兩者於品牌忠誠戰之優劣勢。研究發現,在台灣
Netflix 用戶的品牌忠誠略勝愛奇藝用戶。然而,兩平台吸引的客群與其各自發展策
略十分吻合。前者注重系統是否能精準推薦、後者注重視頻是否新穎多元。
英文摘要

 The Over-The-Top ‘OTT’ industry flourished in Taiwan and changed the consumer

behavior thoroughly since 2016. After Netflix and iQIYI joining the Taiwanese
market, we are keen to find out what do users of both brands mostly concern about
while using the OTT platforms. This study investigate three dimensions of Brand
Equity Theory, which are brand image, perceived quality and brand loyalty. We
are eager to know which brand would hold the advantage over the battle of brand
loyalty of OTT industry in Taiwan. The research found that Netflix’s users are more
loyal than iQIYI’s. However, both business strategies meet the needs of their main
users respectively. Netflix’s users focus on whether the platform can recommend
accurately, iQIYI’s users pay more attention on the novelty and diversification of the
videos.
中文關鍵詞 OTT(Over the Top)、線上影音平台、愛奇藝、Netflix、品牌形象、知覺品質、 品牌忠誠
英文關鍵詞 OTT, iQIYI, Netflix, Brand Image, Perceived Quality, Brand Loyalty
發表日期 2018/07/02
授權狀況 已授權
全文下載 線上影音平台之品牌忠誠爭霸戰―― 以愛奇藝與 Netflix 為例