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研究生:聶憫恩
研究生(外文):Min-En Nieh
論文名稱:如何鼓勵消費者使用合法線上音樂
論文名稱(外文):How to Encourage Customers Using Online Legitimate Music
指導教授:丘宏昌丘宏昌引用關係
學位類別:碩士
校院名稱:國立中興大學
系所名稱:科技管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:英文
論文頁數:51
中文關鍵詞:線上音樂盜版保留策略檔案分享
外文關鍵詞:online musicpiracyretention strategyfile-sharing
相關次數:
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  • 收藏至我的研究室書目清單書目收藏:4
隨著數位音樂的崛起,音樂產業面臨空前的挑戰。面對沒有經過授權而在網路上分享音樂檔案的情形,唱片業者希望音樂使用者能繼續支持合法線上音樂,並開始著手進行反盜版的策略。根據過去的文獻,學者所提出的策略分為四個種類:科技保護、低價、法律行動以及附加價值產品策略。本研究更將消費線上音樂的顧客區隔為兩種,分別為合法使用者與檔案分享使用者。
以往所研究的反盜版策略僅說明盜版策略的有效性,而本研究進一步由探討保留策略是否能激勵並保留顧客持續使用合法的線上音樂,以了解何種策略能提高顧客購買正版音樂的意願。
研究結果顯示,科技保護、低價、法律行動以及附加價值產品策略皆能夠正面影響顧客使用合法線上音樂的意願。低價與附加價值產品策略對檔案分享使用者有較大的影響;而科技保護與法律行動策略則是對合法使用者有較大的影響。從公司觀點來說,價格與產品策略是較能夠吸引所有線上音樂使用者的策略。
Recently, online music piracy has become the biggest obstacle for online legitimate music providers. To encourage customers to use online legitimate music, both antipirating and retention strategies must be efficiently used. Although past studies have mentioned the strategies for dealing with digital piracy, however, they focused only on possible antipirating strategies. Thus, we provide four generic retention strategies to encourage and retain customers to use online legitimate music: value-added product, lower pricing, legal action, and technological protection strategies. We also classified online music users into two segments: legal users and file-sharing users to provide further managerial insights.
The results indicate value-added product, lower pricing, legal action, and technological protection strategies all enhance customer purchase intentions toward online legitimate music. The lower-pricing strategy and value-added product strategy are more useful for file-sharing users. Both the legal action and technological protection strategies have greater impacts on legal users. From a firm perspective, value-added product and lower-pricing strategies, which establish customers’ true attitudinal and behavioral loyalty rather than raise the barrier and penalty, are more useful across legal users and file-sharing users.
Introduction 1
Literature Review and Hypothesis Development 5
Value added product strategy 9
Lower pricing strategy 10
Legal action strategy 12
Technological protection strategy 13
The effectiveness of retention strategies on purchase intentions across music customer segments 16
Methodology 23
Development of conjoint scenarios 24
Measure 25
Sample 27
Sample characteristics 27
Conjoint administration 27
Analysis and results 29
Test of hypotheses 29
Relative importance of factors 34
Discussion 36
Conclusions 36
Managerial implications 37
Limitations and future directions 38
References 40
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