延伸自我對於音樂使用習慣及消費行為的影響

由於時代的演進，音樂已然成為人們生活中的娛樂選項之一。然而，近年來，普及的網路加速了數位音樂的發展，對於傳統的唱片市場帶來極大的衝擊，音樂的便利性則使得消費者舊有的行為模式漸漸改變，現在從網路上即可取得音樂，也使得唱片市場的競爭日益激烈。本研究鑒於消費者的行為模式隨著時代逐漸演變，因此決定以消費者的使用習慣、行為模式與消費動機為研究目的，探討音樂對於使用者的意義。消費者針對於喜好度不同的歌手，行為模式是否不同，傳統實體CD與數位音樂檔案兩種商品的價值，在消費者心中是否具有不同的價值，或是消費者間有無族群之異質性。研究結果顯示，消費者的音樂價值觀影響了其消費動機及消費強度，進而影響消費者對於傳統實體CD的重視度，音樂導向的使用者視音樂為其生命的一部分，歌手導向的使用者對於歌手的忠誠度不單單只有音樂作品層面，也包含了歌手的個性、才華、價值觀等等，方便導向的使用者則視音樂僅為休閒，針對音樂的實際消費行為極少或無。本研究透過深入的結構性訪談，深度剖析其使用者的消費動機，並將使用者間進行異質性分析，以期能夠為後續研究者提供未來的研究方向，實務上則希望使用者的分群，能夠提供業內人士參考，並有助於規劃行銷策略未來的發展方向。

關鍵字

音樂；深度訪談；延伸自我

並列摘要

As the time goes by, music has become one of the choices of leisure activities to the people and life. However, for the past few years, in this age of internet results in development of digital music, which causes severe effects in traditional music industry. Due to the development of digital music, behavior of consumer is beginning to change, not just only from the traditional purchases of the records but from directly downloads for files in the internet, which induces the competition becomes extremely fierce in the music industry. Due to changes in consumer behavior patterns, in this paper, we will investigate the meaning of music for the user. Depends on different extents of preference, consumers maybe have different behavior patterns. We will also discuss about the value in the mind of consumer for traditional records verses the value for digital files. In the meanwhile, we will discuss whether consumer behavior patterns are heterogeneous. The result showed that, People are affected to different extents by their personal value, depends on the motivation and the extents of consumption. Music-oriented users regarded the music as a part of their lives. Singer-oriented users care about the singer far more than music but include the talent, character, personal value, and etc. Convenience- oriented user regard music as just leisure. In addition, they hardly barely didn’t spend any money on consumer behavior of music. In this paper, we will discuss the motivation of consumer by conducting in-depth interview. Besides this, we will conduct heterogeneity analysis. We are hoping that this paper can help the further research. In practical, we are hoping that the heterogeneity analysis can provide some insights in the music industry.

並列關鍵字

Music ； In-depth Interview ； Extended Self

參考文獻

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延伸自我對於音樂使用習慣及消費行為的影響

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