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研究生:吳靜怡
研究生(外文):Wu, Ching-Yi
論文名稱:探討沉浸理論、享樂價值與功利價值對滿意度、再購意願之影響-以數位音樂服務平台為例
論文名稱(外文):An Exploration on the impact of The Flow Theory and Utilitarian and Hedonic Values on Satisfaction and Repurchase Willingness-for the Example of Digital Music Service Platforms.
指導教授:吳志明博士林婷鈴博士
指導教授(外文):Dr. Wu, Chi-MingDr. Lin, Ting-Ling
口試委員:周建亨博士蔡顯童博士陳靜怡博士
口試委員(外文):Dr.Chou, Chien-HengDr.Tsai, Hsien-TungDr. Chen, Ching-Yi
口試日期:2014-07-07
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
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:2014
畢業學年度:102
語文別:中文
論文頁數:105
中文關鍵詞:沉浸理論享樂價值功利價值滿意度再購意願
外文關鍵詞:flow theoryhedonic valueutilitarian valuesatisfactionrepurchase intention
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數位音樂檔的應用越來越普及且方便,消費者可以透過Amazon, iTune, 或其他數位音樂網路銷售平台透過網購的方式,非常容易的取得自己所喜歡的音樂。 因此,數位音樂平台對於消費者,不但具有享樂價值還增加其功利價值。但是這幾年隨著行動裝置(智慧型手機、平板)的流行,點對點(P2P)下載數位音樂檔似乎已經無法滿足一般消費者了。透過雲端建立的大型音樂資料庫可以讓消費者不限時間、地點、與載具的使用的數位音樂平台就是因應新科技及新使用方式而生的產物。
本研究以數位音樂平台使用者的沉浸(flow)狀態,探討消費者的心理沉浸是否透過享樂價值及功利價值對於平台使用者對其數位音樂平台產生滿意度及忠誠度。本研究使用人員親訪及線上問卷回覆方式,採便利性抽樣回收298份樣本,統計分析以SPSS進行敘述性統計、信效度分析,並以結構方程模式(SEM)進行模型的驗證。問卷資料分析結果顯示:沉浸對於滿意度、享樂價值及功利價值都有正向顯著的影響,但以享樂價值及功利價值作為中介變數時,只有功利價值對於滿意度有正向且顯著的影響。沉浸對於享樂的正向影響並不會反應在滿意度上。滿意度對於消費者的再購意願則有正向相關,此結論與其他學者的研究相符。
期許本研究結果能為相關產業提供實務參考與建議。

The application of digital music files has become increasingly popular and convenient as consumers can obtain their favor music by way of online shopping in Amazon, iTune or any other digital music network marketing platforms. Therefore, a digital music platform does not only have hedonic value but also increases the utilitarian value for consumers. However, with the popularization of mobile devices (smart phones and tablets) in recent years, the point-to-point (P2P) downloading of digital music files seems to have been unable to satisfy the general consumers. The large music library built in the cloud allowing the consumers to enjoy music anytime, anywhere and via any device is the solution thus born in response to the new technologies and the new use methods.
The application of digital music files has become increasingly popular and convenient as consumers can obtain their favor music by way of online shopping in Amazon, iTune or any other digital music network marketing platforms. Therefore, a digital music platform does not only have hedonic value but also increases the utilitarian value for consumers. However, with the popularization of mobile devices (smart phones and tablets) in recent years, the point-to-point (P2P) downloading of digital music files seems to have been unable to satisfy the general consumers. The large music library built in the cloud allowing the consumers to enjoy music anytime, anywhere and via any device is the solution born in response to the new technologies and the new use methods. It is expected that this study result can provide practical reference and suggestions to the related industries.

中文論文摘要 Ⅰ
英文論文摘要 Ⅱ
目錄 Ⅲ
圖次 Ⅴ
表次 Ⅵ
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 3
第三節 章節架構 4
第二章 文獻探討 5
第一節 沉浸 5
第二節 享樂價值與功利價值 15
第三節 顧客滿意度與再購意願 20
第三章 研究設計 31
第一節 研究架構與假設 32
第二節 研究假說 32
第三節 研究變數之定義與衡量 32
第四節 變項操作型定義及問卷設計 38
第五節 研究對象與抽樣設計 40
第六節 統計分析方法與預試結果 41
第四章 資料分析 59
第一節 敘述性統計 59
第二節 實證分析 64
第三節 假說檢定與討論 80
第五章 結論與建議 81
第一節 研究結論 81
第二節 管理意涵 82
第三節 研究限制與後續研究建議 82
參考文獻 84
附錄一 問卷 103

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