情境因素對購買決策之調節效果分析－以數位音樂商品為例

Analysis of Moderating Effects of Situational Factors on Purchase Decisions-Referring to Digital Music Product as the Example

曾光榮(Kuang-Jung Tseng) ； 曾信陵(Shin-Ling Tseng)

《全球管理與經濟》 2卷2期 (2006/12) Pp. 1-30

https://doi.org/10.6565/JGME.2006.2(2).1

摘要

自電腦發明以後，資訊的數位化是不可阻擋的潮流，也是二十世紀人類文明的重大革命，影響所及，深入現代生活各個層面，反映在音樂方面最常見的產物就是CD、SACD、DVD-Audio、M3，其不同於以往黑膠唱片或錄音帶的類比式儲存。大容量儲存媒介的發明，使得音樂可更接近真實的被記錄下來。根據IDC所公布預估數據顯示，2004年全球MP3市場需求高達2,500萬台，2004年～2008年， MP3播放器市場每年將持續有20%的複合成長率，而SACD（超級音頻CD）、CD及DVDA（DVD-Audio）音樂市場成長率則相對較低。因此，本研究擬探討國內數位音樂商品市場，並進一步找出可能影響消費者選擇的因素。本研究目的有二，一為嘗試以產品知識、消費價值、情境因素及基本人口變項分析消費者與其所選擇音樂商品之背景因素。另一則為分析影響消費者選擇不同音樂商品之因素及其交互間的關聯，使其成為可掌握因素，也就是行銷人員可以為此間接影響消費行為之途徑。本研究方法採網路問卷調查法，透過不同的統計分析方法來探究各變數之間的關聯性與研究假設。研究結果顯示，在數位音樂商品選擇決策上，受到產品知識、消費價值觀以及情境因素三者之影響，其中，情境因素除了對於購買決策有直接影響外，在消費價值觀及產品知識對購買決策之影響方面亦有不同之調節效果。

關鍵字

產品知識 ； 消費價值 ； 情境因素 ； 數位音樂

並列摘要

After the invention of the personal computer earlier in the previous century, the digitalization of information was an unavoidable, wide-reaching trend. In the same way, the 21st Century has also seen the advent of incredible changes that have already greatly inf1uenced human civilization. These changes have penetrated deeply into many different layers of modem-day life in a wide variety of ways. In the music industry these changes have shown themselves most commonly in product advancements that use CD, SACD (Super Audio CD), DVD-A (DVD-Audio) and MP3 technology. Older technologies like cassette tapes and vinyl LP records that were previously used to record and distribute music are now piled up in warehouses and closets, and have become obsolete.With current technology, a significantly larger amount of information can be stored in a much smaller device than was previously possible. This has brought music recording closer to a complete, more ”perfect” transcription of produced sounds According to the data published by the IDC, the year 2004 has shown that worldwide market demand for MP3 players has reached the level of 25 million desired units. Predictions from the same source expect that over the five years between 2004 and 2008 the market for MP3 players will maintain a composite growth rate of 20% each year. Also, it is predicted that the music industry markets for SACDs, CDs, and DVDAs will match this same growth rate. Therefore, our own research aimed at exploring domestic markets for digital music products will be of great benefit when attempting to identify relevant factors that inf1uence music media consumers.The objectives of this study outlined here are two-fold. One objective is to attempt to address some of the product knowledge, consumption value, situationa factor and general consumer population variables that are active in the music industry in order to analyze and better understand the background factors that influence consumer choices related to the purchase of music media products. The other objective of this research focuses on the decision-making process of consumers when choosing between different music media products. The goal would be to determine the most significant factors at play that influence consumers, which may include the indirect effects that sales personnel have on the consumers who make their choices in a retail environment.The method used in this study include use of Internet questionnaires survey, which has then passed through a series of different systems of analysis in order to carefully investigate various statistical and analytic methods to explore the connection among these variables of the samples taken. Hypotheses are then drawn from this careful analysis to suggest which factors are the most significant. The results from this study are correlated with market policy needs in mind as much as they are relevant to the sale of digital music media products. The three elements of product knowledge, consumption value systems and situational factor are highlighted here as they influence on consumer's choices directly. Among which, apart from the direct influence of the situational factor on the purchase decision, the consumption values involved and product knowledge have different adjusting effectiveness on the purchase decision for customers.

並列關鍵字

product knowledge ； conslImption value ； situational factor ； digital music