參與動機、虛擬經驗與關係品質對獨立音樂平臺使用者忠誠度之影響

Influence of Participation Motivation, Virtual Experience, and Relationship Quality on the Customer Loyalty of Independent Music Social Network Users

洪維聯(Wei-Lien Hung) ； 張世明(Shih-Ming Chang) ； 張弘毅(Hong-I Chang)

《資訊傳播研究》 7卷1期 (2016/10) Pp. 55-79

https://doi.org/10.6144/JIC.2016.0701.04

摘要

近年來，獨立音樂崛起且在金曲獎中逐漸獲得許多獎項，各大音樂節等展演活動也日漸增加。獨立音樂平臺為孕育此類型音樂的搖籃，但相對應的學術研究欠缺，無法洞悉該類平臺的使用與經營狀況，形成遺憾的研究缺口。本研究針對有使用過獨立音樂平臺之使用者，探討該類平臺使用者參與動機和虛擬經驗透過關係品質對忠誠度的預測效果。本研究採網路問卷調查法，有效回收問卷1,084份進行統計分析，並建立結構方程預測模型。研究結果顯示，影響獨立音樂平臺使用者忠誠度的參與動機包括：功能和社交；虛擬經驗包括：娛樂性、教育性、美感、逃避現實；關係品質包括：滿意和信任；而忠誠度為則區分為：基本行為、再購意願、衍生行為三類。本研究發現，參與動機和虛擬經驗皆為影響關係品質及忠誠度的重要因素，參與動機在虛擬經驗的影響下對關係品質無法顯現出預測效果，但仍對忠誠度具有顯著的影響，尤其是衍生行為。娛樂性、逃避現實、美感是重要的虛擬經驗因素，可透過關係品質的中介對忠誠度之三因素有間接的預測效果。教育性亦可透過信任對基本行為和再購意願發揮間接的預測效果。

關鍵字

社群平臺 ； 忠誠度 ； 參與動機 ； 虛擬經驗 ； 關係品質

並列摘要

In recent years, an increase in the availability of independent music has become a notable trend in the field of music. Under this trend, independent music social networks have been the primary grounds for developing this type of music. Thus, understanding what types of factors cause users to join such social network sites is worthy of investigation. This study was conducted to understand the experiences of users of such sites and considered how they might improve site loyalty. A total of 1,084 effective questionnaires were returned. The results indicated that participation motivation consisted of functional and social constructs. Virtual experience consisted of entertainment, educational, aesthetic, and escapist constructs. Relationship quality consisted of satisfaction and trust constructs. Customer loyalty consisted of the three constructs of primary behavior, intent to repurchase, and secondary behavior. The study revealed that both participation motivation and virtual experiences were crucial factors influencing relationship quality and customer loyalty. Relationship quality and customer loyalty significantly influenced virtual experience. However, participation motivation could not predict relationship quality when virtual experience was considered concurrently with participation motivation. Participation motivation predicted customer loyalty, particularly for secondary behavior. Entertainment, aesthetic, and escapist constructs were identified as three factors critical to virtual experience; they affected all loyalty factors through the satisfaction and trust constructs of relationship quality. The educational construct predicted primary behavior and intent to repurchase through trust.

並列關鍵字

Social networks ； Customer loyalty ； Participation motivation ； Virtual experience ； Relationship quality

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