OTT市場的迅速增長加劇了供應商之間的競爭。Netflix作為這個市場的關鍵參與者，面臨著保留客戶的挑戰。本研究將從使用者的角度探討Netflix推薦系統的關鍵因素，這些因素對持續使用意圖產生影響。此外，本研究評估滿意度在這種關係中的中介效果。線上調查在2023年4月30日至5月8日期間對台灣Netflix使用者進行。總共獲得218份有效回應，收集了關於推薦系統的四個評估因素（準確性、新穎性、自我參照性和多樣性）、滿意度和持續使用意圖的數據。統計分析包括線性回歸，評估這些因素以及滿意度的影響。結果顯示，準確性對持續使用意圖有顯著影響，而新穎性、自我參照性和多樣性則沒有直接影響。滿意度在準確性和持續使用意圖之間部分中介，凸顯了它在用戶保留中的重要性。此外，多樣性對持續使用意圖的影響完全由滿意度中介，強調了多樣化推薦系統的重要性。這些研究結果為Netflix和其他OTT供應商提供了有價值的洞察，以增強符合消費者期望並提高保留率的推薦系統。

The rapid growth of the Over-The-Top (OTT) market intensifies competition among providers. Netflix, a key player in this market, faces the challenge of retaining customers. This study examines the key factors of Netflix's recommendation system that influence Continuous Usage Intention from the user's perspective. Furthermore, it assesses the mediating effect of satisfaction on this relationship. An online survey was conducted among Taiwanese Netflix users from April 30th to May 8th, 2023. Out of the survey, 218 valid responses were obtained, collecting data on four evaluation factors of the recommendation system (Accuracy, Novelty, Self-reference, and Diversity), Satisfaction, Continuous Usage Intention. Statistical analysis, including linear regression, assessed the impact of these factors and the mediating role of Satisfaction. Results indicate that Accuracy significantly influences Continuous Usage Intention, while Novelty, Self-reference, and Diversity have no direct effect. Satisfaction serves as a partial mediator in the relationship between Accuracy and Continuous Usage Intention. Satisfaction fully mediates the relationship between Diversity and Continuous Usage Intention. These findings offer valuable insights for Netflix and other OTT providers to enhance recommendation systems tailored to meet consumer expectations and increase retention.

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