臺灣博碩士論文加值系統

隨著網路的普及和技術革新，改變了消費者的使用習慣和接觸音樂的管道，而音樂產業也因此面臨重大的改變。拜科技發展之賜，數位串流音樂也隨之崛起，消費者不再需要透過合法販售平台一首首購買並下載歌曲，只要付費取得權限，就能擁有不限曲目瀏覽線上音樂資料庫的權利，同時也不需要下載檔案即可收聽，此種服務稱為串流音樂服務。音樂產業向來競爭激烈，在台灣的音樂產業也不例外。除了原本台灣的KKBOX也推出串流音樂服務之外，Spotify於2013年年底進入台灣之後，便打開了台灣串流音樂的戰國時代，隨後Apple Music也進入台灣市場。然而，在競爭激烈的情況下，鮮少人研究如何提升顧客的購買意願。
本研究以科技接受模型為基礎，探討知覺享樂性、知覺有用性、知覺易用性、知覺價格、知覺價值和消費者對於串流音樂服務的購買意願，，檢視人格特質對串流音樂使用意圖的干擾機制，並以音樂涉入程度為變數並將知覺享樂性視為中介變數。本研究係以有使用串流音樂經驗的消費者為抽樣調查對象，並藉由網路發放問卷，共回收578份問卷。
本研究發現，消費者的音樂涉入程度正向影響知覺享樂性，且知覺享樂性為部分中介涉入程度和知覺價值。知覺易用性並不正向影響知覺價值和購買意願。另一方面，人格特質中只有冒險特質有邊際顯著的影響效果，而其他類型的人格特質並無顯著影響。本研究重要貢獻為以消費者角度衡量串流音樂的使用，找出影響消費者對串流音樂購買意願的重要因素，有利音樂產業擬定行銷策略，期望本研究結果可以幫助串流音樂平台、音樂工作者針對消費者做不同的內容投放，以提升消費者的知覺價值和購買意願。

Due to the Internet penetration, information technology prosperously advance, and the re-construction of music value chain has changed the consumer behavior and the media people used to consume music. The launch of the streaming music usher a new era for music consumption. Through Streaming music, consumers no longer have to download song in advance, but consumer can play songs by an on-demand service, which allow people to access music library at anytime and anywhere via internet. In the past decades, music industry faces a harsh situation in Asia, especially in Chinese speaking area. Since Taiwan is the leading train for the Chinese-pop music, Spotify decide to enter Taiwan Music Market in 2013. Therefore, Taiwan’s consumer behavior and reaction toward music-streaming music would be valuable for Chinese Music Industry.
However, recent researches seldom mentions about stimulating purchase intention of streaming music. This study aims to provide consumer’s perspective of consumer’s behavior of streaming music service on the based on TAM model. This study estimated the acceptance intention of streaming-music service and also examined the moderating effects of perceived playfulness on TAM and the meditation effects of characteristic on TAM. Hypotheses was tested by empirical data were collected from total of 578 experienced user of streaming-music service and a total of 506 usable surveys. A structural equation modeling(SEM) was proposed to assess the relationships of the research model.
The findings of this paper show that the perceived value of streaming music is a crucial factor in predicting purchase intention of streaming music in Taiwan. Moreover, perceived playfulness has moderating influence between involvement and perceived value. Also, only adventurous characteristic has meditating effects on perceived value and purchase intention. The results of this paper is to facilitate to find out some important factor which can stimulate purchase intention of streaming music in Taiwan and to develop and hope it can help develop market strategies.

謝　詞 I
中文摘要 II
英文摘要 III
第一章　緒論 1
第一節　研究背景 1
第二節　研究動機 3
第三節　研究目的與問題 4
第四節　研究範圍和流程 5
第五節　名詞解釋 6
第二章　文獻探討 7
第一節　科技接受模式 7
第二節　購買意願 10
第三節　人格特質 11
第四節　涉入程度 13
第三章　研究方法 15
第一節　研究架構 15
第二節　研究假設與推論 16
第三節　定義與衡量 18
第四節　問卷設計 21
第五節　問卷前測與分析 22
第六節　研究流程 22
第四章　研究結果 25
第一節　敘述性統計 25
第二節　信度分析 30
第三節　因素分析與效度分析 31
第四節　相關分析 33
第五節　結構模型 35
第六節　干擾效果和中介效果之分析 38
第七節　研究分析之結果 38
第五章　結論與建議 41
第一節　研究結論與討論 41
第二節　管理意涵 42
第三節　研究限制與未來建議 45
參考文獻 47
附錄一 前測問卷 55
附錄二 正式問卷 66
著作權聲明 73

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