隨著 OTT 串流影音平台逐漸進入成熟競爭階段，使用者的訂閱決策已不再只是是否開始訂閱，而更涉及在多平台競爭、價格上升與內容分散的環境下，使用者為何選擇持續保留特定平台。實務上可觀察到，部分使用者即使已感知平台存在價格、內容或使用體驗上的缺點，仍未立即取消訂閱，顯示 OTT 續訂決策可能不僅受到理性成本效益評估影響，也與心理連結、使用慣性及過往投入有關。
本研究以台灣 OTT 付費訂閱使用者為研究對象，探討感知利益、感知缺陷、心理所有權與沉沒成本知覺對續訂意願之影響，並進一步檢驗心理所有權與沉沒成本知覺是否會調節感知價值與續訂意願之間的關係。本研究採問卷調查法進行資料蒐集，經樣本篩選與填答品質檢核後，共取得 673 份有效樣本，並以 jamovi 統計軟體進行信度分析、探索性因素分析、相關分析、多元迴歸分析、調節效果分析與補充分群分析。
研究結果顯示，感知利益對續訂意願具有顯著正向影響，感知缺陷則具有顯著負向影響，表示使用者是否續訂仍高度受到平台正負向價值評估所影響。心理所有權對續訂意願亦具有顯著正向影響，且能削弱感知缺陷對續訂意願之負面效果，顯示當使用者對平台形成較高熟悉感、個人化連結與主觀擁有感時，即使感知平台缺點，其續訂意願也較不容易快速下降。在完整模型中，沉沒成本知覺對續訂意願之直接效果與調節效果皆未獲支持；惟模型敏感性分析與補充分群分析顯示，沉沒成本知覺仍可能具有輔助性解釋價值。
整體而言，本研究指出，OTT 平台續訂意願首先建立在使用者對平台利益與缺陷的評估之上；然而，當使用者已感知平台缺點時，心理所有權是更能解釋其仍持續訂閱的重要心理機制。對 OTT 平台經營者而言，除持續提升內容與服務價值外，亦應重視個人化推薦、觀看紀錄、收藏片單與熟悉使用環境等能促進心理所有權形成的服務設計，以強化使用者與平台之間的長期連結。

As OTT video streaming platforms enter a more mature and competitive stage, users’ subscription decisions have shifted beyond whether to subscribe to a service, and increasingly concern why they continue to retain a particular platform amid rising prices, fragmented content, and multiple subscription options. In practice, some users continue to subscribe even after perceiving drawbacks related to price, content, or user experience. This suggests that OTT resubscription intention may not be explained solely by rational cost-benefit evaluation, but may also involve psychological attachment, usage habits, and prior investment.
This study examines the factors influencing resubscription intention among paid OTT users in Taiwan. Grounded in perceived value theory, psychological ownership theory, and behavioral economics, this study investigates how perceived benefits, perceived drawbacks, psychological ownership, and sunk cost perception influence resubscription intention. It further examines whether psychological ownership and sunk cost perception moderate the relationships between perceived value and resubscription intention. A survey was conducted among Taiwanese users with paid OTT subscriptions or cost-sharing experience. After screening for eligibility and response quality, 673 valid responses were retained. The data were analyzed using jamovi through reliability analysis, exploratory factor analysis, correlation analysis, multiple regression analysis, moderation analysis, and supplementary group-based analyses.
The results show that perceived benefits have a significant positive effect on resubscription intention, while perceived drawbacks have a significant negative effect. These findings indicate that users’ resubscription intention remains strongly shaped by their evaluation of the platform’s positive and negative value. Psychological ownership also has a significant positive effect on resubscription intention and weakens the negative effect of perceived drawbacks. In other words, when users develop a stronger sense of familiarity, personalization, and subjective ownership toward an OTT platform, perceived drawbacks are less likely to sharply reduce their willingness to continue subscribing. In the full model, sunk cost perception does not show a stable significant direct effect or moderation effect. However, sensitivity and supplementary group-based analyses suggest that it may still provide auxiliary explanatory value.
Overall, this study suggests that OTT resubscription intention is first grounded in users’ evaluation of platform benefits and drawbacks. However, when users have already perceived platform drawbacks, psychological ownership serves as a more important psychological mechanism for explaining why they may still continue subscribing. For OTT platform managers, the findings imply that user retention requires not only improving content and service value, but also strengthening personalized recommendations, viewing histories, watchlists, and familiar user environments that foster the development of psychological ownership and deepen long-term user-platform bonds.

資策會產業情報研究所（2025）。觀看串流影音增幅逾四成，53% 網友仍赴電影院觀影：串流訂閱戶每月平均花費 323 元，九成以上仍有增訂空間（臺灣影音觀看行為調查）。資策會產業情報研究所。2026 年 3 月 20 日，取自：https://mic.iii.org.tw/research.aspx?id=715
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