臺灣博碩士論文加值系統

本研究應用ZMET技術探索消費者考慮使用KURO下載音樂的關鍵影響因素，以及使用此服務時的感覺，藉以更深入瞭解消費者對於使用KURO的消費行為與決策模式。
受訪者對於使用KURO的整體想法與感覺包括：(1)為了休閑娛樂目的，因此KURO必須能為他們帶來放鬆與愉悅；(2)那是要無負擔的，方便好用的，其中反映出受訪者對於新科技應用的需求；(3)網路雖然無遠弗屆，上網人口眾多，但是在網路社會一樣有人際交往的需求，僅止於給與拿(Give & Take)的交換行為不足以滿足人們對於群聚的渴望；(4)網路使得規模經濟的效果更加明確，快速的資訊交流與大交易量所帶來的低價格競爭讓消費者愈來愈精打細算，對付費服務的要求更高，同時對生產或服務廠商的忠誠度變低，且會嘗試尋找其他更好的產品或更低的價格來源；(5)消費者將持續處於追求自我利益與維護社會公義的內在衝突，並依據自身對現行法律的理解來尋找個人的平衡點，而社會也應該在法律的層面上，建構出管理網路音樂產業的遊戲規則。

This research applies ZMET to investigate the key factors affecting consumers’ decision as they consider choosing KURO as a platform to download music from Internet. Besides, their feelings of using KURO are also under investigation. Through this study, we can realize consumers’ consumption behavior and their decision-making model with regard to KURO.
The summary of those users’ thoughts and feelings with regard to using KURO includes: (1) for their recreational purpose, which means KURO should bring them relaxation and joy; (2) using KURO should be without burden and inconvenience, which reflects users’ requirements on new technology applications; (3) users also show their demand for interpersonal relationship through Internet, which means pure music exchange on KURO could not satisfy users’ expectation to be a part of the KURO community; (4) The increasing economy of scale of online music download service industry results in price competition and also teaches users to be more cost-conscious and more demanding for better services. Users’ loyalty to product or service provider has decreased, and they will continuously searching for substitutes with better quality and lower price; (5) users also show their internal conflict between social justices and self-benefit. They find different balance points based on their own definitions of current law. However, the society should also create proper game rules to manage the Internet music industry.

目次
中文摘要...........................................................................................III
英文摘要...........................................................................................IV
誌謝.................................................................................................V
目次.................................................................................................VI
表次.................................................................................................VII
圖次.................................................................................................VIII
第一章、 緒論...................................................................................1
第一節、 研究背景與目的.............................................................1
第二節、 研究方法與對象.............................................................4
第二章、 文獻探討.............................................................................5
第一節、 網際網路中之電子商務....................................................5
第二節、 質化研究.......................................................................6
第三節、 消費者涉入度.................................................................8
第四節、 隱喻誘引(ZMET)技術......................................................10
第五節、 認知.............................................................................15
第三章、 研究方法.............................................................................20
第一節、 研究流程.......................................................................20
第二節、 ZMET 訪談操作流程.......................................................21
第四章、 研究結果與分析....................................................................26
第一節、 心智圖像的彙總與呈現....................................................26
第二節、 研究分析.......................................................................101
第五章、 結論與建議..........................................................................104
第一節、 研究結論.......................................................................104
第二節、 研究發現與建議.............................................................106
參考文獻...........................................................................................111
附錄一、消費者使用KURO 涉入度量表.................................................119
附錄二、受訪者所有構念之統計表.........................................................122

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