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研究生:彭婉華
論文名稱:影響使用者購買音樂串流服務之因素
論文名稱(外文):The Study of Factors Influencing Users’ Intention to Purchase Music Streaming Services
指導教授:陳雅玲陳雅玲引用關係
口試委員:陳雅玲陳瑞斌黃美華
口試日期:2021-05-05
學位類別:碩士
校院名稱:國立彰化師範大學
系所名稱:會計學系
學門:商業及管理學門
學類:會計學類
論文種類:學術論文
論文出版年:2021
畢業學年度:109
語文別:中文
論文頁數:106
中文關鍵詞:串流音樂體驗價值人格特質知覺價值購買意願
外文關鍵詞:streaming musicexperience valuepersonality traitsperceived valuepurchase intention
相關次數:
  • 被引用被引用:1
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近年來,隨著網際網路的普及,音樂產業發展趨勢也受到影響,人們消費行為與接觸音樂的方式逐漸改變,開始選擇依賴數位串流音樂,只要付費獲得權限,無需下載便能無限收聽。而在這競爭激烈的音樂市場中,如何提升使用者購買音樂串流服務之意願,將是最終勝出的關鍵。

本研究針對曾使用或目前正在使用音樂串流服務之使用者為研究對象進行抽樣,採取網路問卷調查法,共計發放出808份問卷,回收問卷為536份,排除無效問卷32份後,有效問卷共計504份,而有效問卷回收率為62.4%,藉以分析影響使用者購買音樂串流服務之因素。

本研究結果顯示,消費者使用音樂串流服務所產生的體驗價值顯著正向影響其心中之品牌形象,而該品牌形象皆顯著正向影響消費者對於產品效用的整體評價與品牌信任,且其提供的整體評價亦皆顯著正向影響消費者對品牌之信任與購買意願。另外,具有外向、親和、經驗開放之人格特質皆顯著正向影響消費者對於產品之整體評價與購買意願,其餘之人格特質無顯著影響。
With the popularity of the internet in recent years, the trend of music industry development has also been affected. People's consumption behavior to music are gradually changing, and they rely on digital streaming music, which allows them to listen to unlimited music without downloading as long as they pay for the access. In this highly competitive music market, increasing users' willingness to purchase music streaming services will be the key to the ultimate victory.

In this study, we sampled users who have used or are currently using music streaming services as the research object by the online questionnaire survey method. A total of 808 questionnaires were distributed and 536 questionnaires were returned. After excluding 32 invalid questionnaires, a total of 504 valid questionnaires were returned, and the return rate of valid questionnaires was 62.4%, in order to analyze the factors that influence users to purchase music streaming services.

The results show that the experience value of consumers using music streaming services significantly positively affects brand image, and their brand image significantly positively affects consumers' overall evaluation of product effectiveness and brand trust, as well as the overall evaluation provided also significantly positively affects brand trust and purchase intention. Furthermore, the personality traits with extraversion, agreeableness, and openness to experience all significantly positively affect consumers' overall evaluation of the product effectiveness and purchase intention, while the other personality traits have no significant effect.
摘要 I
Abstract II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 IX
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 5
第三節 研究流程 6
第貳章 文獻探討 8
第一節 音樂串流平台 8
第二節 體驗價值 11
第三節 人格特質 13
第四節 品牌形象 18
第五節 品牌信任 20
第六節 知覺價值 22
第七節 購買意願 24
第參章 研究方法 26
第一節 研究架構 26
第二節 研究假說 27
第三節 操作型定義 34
第四節 研究設計 37
第肆章 實證分析 46
第一節 敘述性統計分析 46
第二節 信度分析及效度分析 61
第三節 Pearson相關分析 70
第四節 迴歸分析 73
第五節 研究假說之實證結果 81
第伍章 結論與建議 82
第一節 研究結論與討論 82
第二節 管理意涵 84
第三節 研究限制與後續建議 87
參考文獻 88
附錄 研究問卷 99
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