影響線上音樂串流服務持續使用意願之因素－服務體驗與價值共創觀點之探討

Factors Influencing Continuance Intention of Online Music Streaming Services: The Service Experience and Value Co-Creation Perspectives

王凱(Kai Wang) ； 黃詩婷(Shih-Ting Huang) ； 戴基峯(Jeffrey C.F. Tai)

《資訊管理學報》 27卷4期 (2020/10) Pp. 415-464

摘要

線上音樂串流服務近年來隨著網路環境與行動裝置普及而快速成長，國內外業者也爭相競逐商機。然而，線上音樂串流服務業者共同面臨的挑戰，便是如何在版稅支出等成本壓力下，仍能建構並維持足夠的使用者基礎，以獲取會員及廣告營收。本研究以服務主導邏輯為核心，探討線上音樂串流服務之平台特質（知覺易用性與社會臨場感）與內容特質（內容豐富度）對使用者之服務體驗與價值共創的影響，以及服務體驗與價值共創對於滿意度與持續訂閱意願的影響。透過網路問卷與670筆有效樣本的分析，本研究的主要發現包括：（1）平台特質與內容特質正向影響使用者的服務體驗與共創程度；（2）服務體驗與共創程度中介平台與內容特質對於滿意度及持續訂閱意圖的正向影響；（3）使用者滿意度正向影響線上音樂串流服務的持續訂閱意願。本研究並針對研究結果討論理論及實務意涵，以及研究限制和未來研究建議。

關鍵字

線上音樂串流服務 ； 服務主導邏輯 ； 服務體驗 ； 價值共創 ； 持續訂閱意願

並列摘要

Purpose - Drawing on the service-dominant logic perspective, this research investigates: (1) the influence of platform (perceived ease of use and social presence) and content features (content richness) of online music streaming services on users' service experience and value co-creation; and (2) the relationship between service experience and value co-creation and their impacts on user satisfaction and continuance intention of subscription. Design/methodology/approach - An online survey involving 670 valid responses from facebook.com and ptt.cc was conducted. The partial least squares (PLS) method using SmartPLS was employed for data analysis. Findings - Research findings indicate that: (1) platform and content features positively influence users' service experience and co-creation; (2) service experience and co-creation mediate the influence of platform and content features on satisfaction and continuance intention for subscription; and (3) user satisfaction positively influences continuance intention for online music streaming service subscription. Research limitations/implications - (1) Research limitations include the self-selection bias of survey respondents, the cross-sectional nature that limits the observation of usage behavior, and the possible influence of memory effects of the respondents. (2) Future research directions include the incorporation of habit into the research model, investigation into switch behavior that may involve a longitudinal research design, measurement structure of value co-creation and service experience, and upgrade intention for paid services. Practical implications - (1) User participation and value co-creation could be enhanced through richer music content, platform recommendation, and community engagement. (2) Online music streaming service platform is more than a music player. It could be an intermediary that delivers music service experience through social interactions and further fosters the creation of unique brand experience. (3) Unlike the technology nature of music players, the core value of online music streaming services lies in its ＂service＂ nature. Activities such as playlist collaboration, comments, inks, and tagging contribute to value co-creation. The unique music service and interaction experience leads to stronger customer base and user continuance. Originality/value - Prior research has predominantly adopted the goods-dominant logic view in explaining how utility values affect the adoption of music services. This study advances the literature by focusing on the role of service consumers in co-creating service value. This study draws on the service-dominant logic view and adds to prior literature by identifying how content and service platform features impacts service experience that further leads to online music streaming service continuance.

並列關鍵字

Online music streaming services ； service-dominant logic ； service experience ； co-creation ； continuance intention for subscription

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