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研究生:許清輝
研究生(外文):Shyuu,Ching Huei
論文名稱:情緒反應及網路下載行為對中國消費者音樂購買意願之實證研究
論文名稱(外文):An Empirical Study of the Effects of Affective Responses and Internet Download Behaviors on Chinese Consumers’ Music Purchase Intentions
指導教授:盧龍泉盧龍泉引用關係
口試委員:盧龍泉,蕭至惠,沈宗奇,呂佳茹
口試日期:2011-06-24
學位類別:碩士
校院名稱:國立中正大學
系所名稱:企業管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:82
中文關鍵詞:音樂
外文關鍵詞:music
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收聽音樂早已是人們生活習慣的一部分,隨著數位網路音樂的興起,音樂的消費方式卻產生急遽的變化。本研究旨在探討中國大陸地區消費者,與音樂相關的情緒反應及網路下載行為是否會影響其對音樂購買意願。研究架構以理性行為理論模式為基礎,結合音樂情緒反應、偶像崇拜觀念、及音樂下載消費者倫理概念等主題,探討音樂購買意願,驗證研究模型。
研究方法採用網際網路問卷調查方式,以621位大陸地區網友為研究對象,以自編之「研究音樂分享及購買行為關係量表」七大構面探討關連性。問卷實施日期99年11月29日至99年12月5日,有效回收率約95% 。本研究採用AMOS軟體驗證性因素分析,利用結構方程模式來驗證模型,包括量表構面信效度、衡量模式信效度,測試結果皆達文獻要求之一致性及合理性。
研究結果發現情緒反應不僅直接影響購買意願,也可透過各種路徑間接影響購買行為,在整個音樂購買活動中,位居關鍵角色。偶像崇拜是直接購買的關鍵,宜加強歌迷與藝人互動的機會以創造商機。音樂下載共享行為已是潮流所趨,音樂產業宜思考提供一個高品質免費試聽管道、或合理便利的付費方式來符合消費者的需求。







關鍵字:情緒反應、網路音樂共享、偶像崇拜、消費倫理、再體驗需求

Listening to music has long been a part of people’s living habits. With the emergence of digital music, music consumption behaviors have changed rapidly. The purpose of this study is to determine whether affective responses to music and Internet download behaviors would affect Chinese mainland consumers’ music purchase intentions. The research framework is based on the theory of reasoned action (TRA), and combines topics including affective responses to music, idolization, music downloads and consumer ethics for discussing music purchase intentions and verifying research models.
The research method adopted the Internet-based survey, comprising 621 Chinese Internet users as research objects and examining the correlation among the seven aspects of the self-designed “The Relation Scale of Music Sharing and Purchase Behaviors.” The questionnaire was completed in the period between November 29 and December 5, 2010, and the effective response rate of questionnaire was about 95%. In addition, the study used confirmatory factor analysis (CFA) with AMOS software and applied structural equation model (SEM) to testify the models, including reliability and validity of scale and construct, and reliability and validity of measuring model. All the measured results satisfy the literature requirements of consistency and rationality.
The study found that affective responses, which not only directly affect purchase intentions, but also indirectly affect purchase behaviors through various paths, play an essential role in the entire music purchase behavior. Idolization is the key to direct purchase, so it is better to enhance the interaction between fans and artists for creating business opportunities. Since music download and sharing have been a trend, the music industry should consider providing a free channel for high-quality music trial or reasonably convenient payment methods to meet consumers’ needs.






Keywords:Affective Response, Internet Music Downloads, Idolization,
Consumer Ethics, Need to Reexperience

論文摘要…………………………………………………………………………Ⅰ
目錄………………………………………………………………………………Ⅰ
圖次………………………………………………………………………………Ⅰ
表次………………………………………………………………………………Ⅰ

第一章 緒論………………………………………………………………………1
第一節 研究重要性……………………………………………………………1
第二節 研究概況………………………………………………………………9
第三節 研究缺失………………………………………………………………11
第四節 研究目的………………………………………………………………13
第五節 研究流程………………………………………………………………14

第二章 文獻探討……………………………………………………………… 16
第一節 享樂性消費………………………………………………………… 16
第二節 理性行為理論……………………………………………………… 19
第三節 音樂情緒反應……………………………………………………… 22
第四節 音樂再體驗需求…………………………………………………… 27
第五節 歌手/樂團偶像崇拜…………………………………………………27
第六節 音樂下載…………………………………………………………… 29

第三章 研究假設……………………………………………………………… 34
第一節 研究架構…………………………………………………………… 34
第二節 研究假說…………………………………………………………… 35

第四章 研究方法……………………………………………………………… 41
第一節 問卷設計…………………………………………………………… 41
第二節 問卷前測…………………………………………………………… 45
第三節 問卷施測…………………………………………………………… 48

第五章 資料分析……………………………………………………………… 51
第一節 量表構面Cronbach’s α值……………………………………… 51
第二節 衡量模式:驗證性因素分析……………………………………… 52
第三節 研究假說檢定……………………………………………………… 60

第六章 結論與建議…………………………………………………………… 70
第一節 研究結論…………………………………………………………… 70
第二節 研究建議…………………………………………………………… 73
第三節 研究限制…………………………………………………………… 75

參考文獻…………………………………………………………………………77
附錄 研究問卷………………………………………………………………… 84


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