- 期刊
消費者對音樂專輯結構設計之看法研究－以蕭青陽作品為例
Analysis of Comsumers' Perception to Structure Design of Music Album
摘要
近年唱片市場因為嚴重的盜版問題，以及音樂載體的轉變，受到強烈衝擊。唱片實體銷售開始下滑，許多唱片公司紛紛倒閉。唱片的行銷手段及專輯包裝設計的重要性更為提升。國內唱片設計步向多元化，專輯結構的變化更是表現創意最直接的途徑。設計師蕭青陽的作品《卡片教堂的鐘聲》更榮獲第24屆金曲獎「最佳專輯包裝獎」。引發研究者對專輯結構設計對消費者行為之影響的瞭解渴望，因此本研究以蕭青陽《卡片教堂的鐘聲》作為分析案例，了解消費者對音樂專輯結構設計之看法，對消費者進行調查，解決下列問題：一、音樂專輯結構是否影響到消費者的購買意願影響程度？二、此音樂專輯結構之設計，是否會使消費者購買意願提高？為了瞭解上述問題，本研究以問卷調查作為研究工具，問卷內容包含四個單元：「消費者基本資料」、「消費者購買因素」、「消費者選購專輯之相關行為偏好」、「《卡片教堂的鐘聲》專輯結構對消費者購買行為的影響」。並用SPSS統計工具進行分析，以獨立樣本T檢定及單因子變異數之統計方法進行分析，並藉由以上的統計分析方法得出結論：一、不同收入之消費者的購買意願較容易因音樂專輯之視覺偏好及價值偏好而有所影響；不同性別之消費者的購買意願較容易受到音樂專輯的視覺偏好影響；不同年齡之消費者的購買意願不太會因音樂專輯的視覺偏好與價值偏好而有所差異。二、不同收入之消費者的購買意願較容易受到《卡片教堂的鐘聲》之視覺偏好的影響；不同性別、年齡及購買頻率之消費者的購買意願較不會因《卡片教堂的鐘聲》之視覺偏好與價值偏好而有所差異。
並列摘要
Recent year, because of serious music piracy problems, and transformation of music playing devices. Physical music album market have a strong impact, sales have declined, and many record companies have closed down. The importance of marketing the album and the album packaging design means more improvement. Domestic album designs becomes diversified. Changes in the structure of the album is the most direct way to express creativity. Designer Qing Yang Xiao's work ＂church cards＂ was awarded the Best Album Packaging Award of 24th Golden Melody Awards. Researchers are curious to know consumers' perception to structure design of music album. Therefore, this research takes Qing Yang Xiao's work ＂church cards＂ for example, to understand consumers' viewpoint to structure design of music album. Surveying the consumers to solve these questions: 1. If music album structures influence consumers' purchase intention, or not? 2. If the structure design of ＂church cards＂ increase consumers' purchase intention, or not? To solve these questions, we do a questionnaire survey, including consumers' basic data, consumers purchasing factor, consumers' preference of purchasing music album behavior, how structure of the'' church cards '' influence consumers' purchasing behavior. We uses ''t-test'' and ''Analysis of variance'' of SPSS to do the analysis and the conclusions are as follows: 1. The purchasing intentions of consumers in different income are more easily influenced by visual preference and value preference of music album. The purchasing intentions of consumers in different gender are more easily influenced by visual preference of music album. The visual preference and value preference of music album have less influence to the purchasing intention of consumers' in different age. 2. The purchasing intentions of consumers in different income are more easily influenced by visual preference and of ''church cards''. The visual preference and value preference of ''church cards'' have less influence to the purchasing intention of consumers' in different age, gender and purchasing frequency.