本研究探討了「休閒罪惡感」(Leisure Guilt) 對泰國消費者在使用隨選視訊 ( Video-on-Demand, VOD）服務時之持續使用意圖與購買意圖的影響，並著重於「使用與滿足理論」(Uses and Gratifications Theory, UGT）中四個動機構面之中介角色：壓力管理、放鬆娛樂、資訊尋求與社交互動。研究共回收198份有效問卷，並透過探索性因素分析、驗證性因素分析與結構方程模型進行資料分析。研究結果顯示，休閒罪惡感對購買意圖有邊際顯著的負向影響。在四個中介變項中，僅有「壓力管理」對休閒罪惡感與購買意圖之間的關係具有顯著的中介效果。本研究突顯了休閒罪惡感作為一種心理障礙，在VOD服務消費決策中扮演重要角色，並為VOD平台業者在競爭激烈的市場中調整行銷策略與提升競爭力提供實務建議。

This research investigated the impact of Leisure Guilt on Purchase Intentions toward video-on-demand (VOD) services in Thailand, with a focus on the potential mediating role of four Uses and Gratification (UGT) dimensions: Stress Management, Relaxing Entertainment, Information Seeking, and Social Interaction. Data were collected from 198 respondents through a structured factor analysis, confirmatory factor analysis, and structural equation modeling. The finding reveals that Leisure Guilt has a marginally significant negative effect on purchase intention. Among the mediators, only Stress Management demonstrated a significant mediating effect on the relationship between Leisure Guilt and Purchase Intention. This study highlights the psychological barrier of Leisure Guilt as an important factor influencing consumer decision-making in the VOD context. The result offers practical insights for VOD service providers to refine strategic marketing approaches and enhance competitiveness in a saturated market.