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研究生:王鵬程
研究生(外文):JamesMervinC. Ong
論文名稱:消費者對正版音樂的購買意願:盜版音樂盛行時,購買正版音樂意願之研究
論文名稱(外文):Consumers’ Willingness to Pay for Original Music: A Study on Willingness to Pay for Original Music When Pirated Copies Are Easily Accessible
指導教授:王秉鈞王秉鈞引用關係
口試委員:李怡慧林子銘
口試日期:2012-1-6
學位類別:碩士
校院名稱:元智大學
系所名稱:資訊管理學系
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
畢業學年度:100
語文別:英文
論文頁數:73
中文關鍵詞:數位盜版盜版音樂消費者購買意願音樂行銷
外文關鍵詞:digital piracymusic piracywillingness to paymusic marketing
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  • 下載下載:26
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網路上下載盜版軟體、電影、音樂等由來已久。當MP3檔案與寬頻網路盛行時,盜版音樂變成很普遍。因為技術的關係,人們對正版音樂和盜版音樂的品質已無法清楚分辨。剩下的問題是:「還有什麼原因會吸引消費者去購買正版音樂」。本研究是以盜版音樂已經很容易取得的情況下,針對還有哪些因素會影響到消費者對正版音樂的購買意願。價格、樂隊花車效應、娛樂預算、意識取得盜版音樂的後果、喜歡歌手、支持國際音樂是當本研究的變數用來衡量消費者對正版音樂的購買意願。本研究對象為國中至博士,包含在職專班。結果表示價格、娛樂預算、喜歡歌手、社會的環球化對消費者對正版音樂的購買意願最有很顯著的影響。
Digital piracy has been in existence for a long time. Music piracy came to existence with MP3 file format and high speed broadband connection as its power source. It cannot be denied that the quality of pirated music and original music can no longer be differentiated due to technology. The question left is what is the reason left for consumers to purchase original music. This study focuses on the factors that affect the willingness to pay of the consumers for original music since pirated music are already easily accessible. The respondents were all students from junior high school students to university students. Price, bandwagon effect, entertainment budget, awareness of the negative consequences in acquiring pirated music, favorite artist, and support for international music were the measures used to evaluate the willingness to pay of the consumers. Results show that price, entertainment budget, favorite artist, and support for international music have the most influence on the willingness to pay.
書名頁 i
論文口試委員審定書 ii
授權書 iii
中文摘要 iv
英文摘要 v
誌謝 vi
Table of Contents vii
List of Tables ix
List of Figures x
Chapter 1: Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Objectives 5
1.2.1 General Objective 5
1.2.2 Specific Objectives 5
1.3 Research Flowchart 6
Chapter 2: Review of Related Literature 8
2.1 Digital Piracy and Its Trend 8
2.2 Pirates or Consumers and Their Behaviors 11
2.3 Factors Influencing Piracy and Willingness to Pay 14
2.4 Actions against Piracy 28
Chapter 3: Research Method 33
3.1 Research Framework 33
3.2 Hypotheses 34
3.3 Survey 39
3.3.1 Questionnaire Design 39
3.3.2 Subject 40
3.3.3 Analysis Tools and Techniques 41
Chapter 4: Results and Discussion 42
4.1 Demographics of the Respondents 42
4.2 Reliability Analysis 43
4.3 Results for Hypothesis Testing 45
4.3.1 Results of Perceived Reasonability of Price’s Influence on WTP (H1) 48
4.3.2 Results of Bandwagon Effect’s Influence on WTP (H2) 49
4.3.3 Results of Entertainment Budget’s Influence on WTP (H3) 49
4.3.4 Results of Negative Consequences’ Influence on WTP (H4) 50
4.3.5 Results of Favorite Artist’s Influence on WTP (H5) 50
4.3.6 Results of Support for International Music’s Influence on WTP (H6) 50
4.4 Results of Demographics’ Influence on Willingness to Pay 51
4.5 Additional Results 53
4.6 Summary of Results 55
Chapter 5: Conclusion 57
5.1 Discussion of the Results 57
5.2 Summary and Conclusion 58
5.3 Implications of the Study for Business Strategies and Marketing 59
5.4 Implications of the Study for Public Policy 60
5.5 Limitations of the Study and Recommendations 61
References 63
Appendix A: English Survey Questionnaire 67
Appendix B: Chinese Survey Questionnaire 71
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