社交動機對串流音樂平台購買意願影響之研究

數位網路時代的發展，使得串流音樂服務也隨之興起，消費者對於串流服務的需求也隨著產品迭代，變得越來越多樣化。近年來，各類串流音樂平台相繼推出社交功能，使用者在平台上進行訊息資源交換、以及社交互動，以深層次挖掘平台音樂資源。本研究探討社交動機對串流音樂平台之購買意願的影響。從音樂串流媒體使用者視角出發，提出訊息動機、娛樂動機、情感動機、社會交際動機、自我呈現動機之社交動機五大維度，其次引入知覺價值作為中介效應，構建串流音樂平台用戶購買意願之概念模型。透過問卷調查，實證分析所得(1)知覺價值在串流音樂平台之社交動機與購買意願中起部分中介效應。(2)社交動機之五大維度正向影響消費者之串流音樂服務購買意願，且影響程度由大到小分別是社會交際動機、訊息動機、娛樂動機、情感動機、自我呈現動機。故結合研究結論，對串流音樂平台提出以下發展建議:重視社會交際互動，優化音樂社交體驗;完善音樂訊息傳遞橋樑，提高內容獨特性;增加情感共鳴點，建立串流平台情感紐帶;強化使用者自我呈現表達，增強參與及貢獻度。

關鍵字

串流音樂平台；社交動機；知覺價值；購買意願

並列摘要

The development of the digital network era has led to the rise of streaming music services, and consumer demand for streaming services has become more and more diversified with product iterations. In recent years, various streaming music platforms have successively launched social functions. Under the diversified product functional content experience, it is the purpose of this study to explore the influence of social motivation on the purchase intention of streaming music platforms. By reviewing current literature research, from the perspective of music streaming media users, based on the theory of social motivation, the perceptual value is introduced as a mediating effect, and the social motivation of users is divided into five dimensions to build a streaming music platform Conceptual model of user purchase intention. Combining the above research methods, the analysis obtained (1) Perceived value plays a part of the mediating effect in the social motivation and purchase intention of streaming music platforms. (2) The five dimensions of social motivation positively affect consumers' willingness to purchase streaming music services. Finally, the following suggestions are made: optimizing music social experience; perfecting the music message transmission bridge and improving the uniqueness of the content; establishing the emotional bond of the streaming platform; strengthening the user's self-presentation and expression.