本研究以音樂串流平台年度回顧功能為情境，探討體驗型個人化行銷活動中，感知利益、感知成本／風險與使用者忠誠相關結果之間的關係，並檢驗內容契合度與使用者誘因導向之調節效果。本研究之忠誠相關結果包含態度忠誠、續用意圖與口碑意圖；調節變數包含內容契合度、功能／效率導向、自我回顧導向與社交／分享導向。
本研究採量化問卷調查法，以曾觀看或使用音樂串流平台年度回顧功能之使用者為研究對象，共取得 255 份有效樣本，並以探索性因素分析、信度分析、多元迴歸分析與調節效果分析進行檢驗。研究結果顯示，使用者對年度回顧之感知利益與其對該平台之態度忠誠、續用意圖及口碑意圖皆呈顯著正向關係；使用者對年度回顧之感知成本／風險則與其對該平台之態度忠誠及續用意圖呈顯著負向關係，但與其對該平台之口碑意圖之關係未達顯著水準。
調節效果方面，功能／效率導向與社交／分享導向皆顯著正向調節使用者對年度回顧之感知利益與其對該平台之態度忠誠、續用意圖之間的關係，但內容契合度與自我回顧導向之調節效果未達顯著，且四項調節變數皆未顯著調節感知利益與口碑意圖之間的關係。整體而言，年度回顧相關的忠誠反應主要與感知利益有關，而感知成本／風險則與使用者對平台的態度與續用判斷呈負向關係。此外，態度忠誠、續用意圖與口碑意圖雖皆屬忠誠相關結果，但其結果型態並不完全相同。本研究可補充個人化行銷雙面性、體驗型個人化行銷活動與忠誠相關結果差異之理論理解，並提供音樂串流平台設計年度回顧與個人化內容活動之實務參考。

This study examines annual recap features of music streaming platforms as a form of experiential personalized marketing. It investigates how perceived benefits and perceived costs/risks are associated with users’ loyalty-related outcomes, including attitudinal loyalty, continuance intention, and word-of-mouth intention. It also examines the moderating effects of content fit and user incentive orientations, including utility/efficiency orientation, self-reflection orientation, and social/sharing orientation.
A quantitative survey was conducted among users who had viewed or used annual recap features of music streaming platforms, yielding 255 valid responses. Exploratory factor analysis, reliability analysis, multiple regression analysis, and moderation analysis were conducted. The results show that perceived benefits are significantly and positively associated with attitudinal loyalty, continuance intention, and word-of-mouth intention. Perceived costs/risks are significantly and negatively associated with attitudinal loyalty and continuance intention, but not significantly associated with word-of-mouth intention.
Regarding moderation effects, utility/efficiency orientation and social/sharing orientation significantly strengthen the relationships between perceived benefits and both attitudinal loyalty and continuance intention. However, content fit and self-reflection orientation do not show significant moderating effects, and none of the four moderators significantly moderates the relationship between perceived benefits and word-of-mouth intention. Overall, loyalty-related responses to annual recap features are mainly driven by perceived benefits, while perceived costs/risks are more closely related to users’ platform attitudes and continuance decisions. The findings contribute to research on the dual nature of personalized marketing, experiential personalized marketing, and differences among loyalty-related outcomes. They also provide practical implications for designing annual recap features and personalized content marketing activities.

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