線上串流音樂服務之使用者抗拒意圖研究

Investigating User Resistance to music streaming service

江炯圻(Chiung-chi Chiang)

指導教授 ： 洪秀婉 ； 沈建文

國立中央大學/管理學院/企業管理學系/碩士(2014年)

摘要

過去十餘年來，由於網際網路興起，音樂產業深受盜版所害。消費者紛紛使用P2P(peer to peer)、網站下載等方式來交換音樂，都導致實體唱片銷售量一落千丈，各界都在苦思是否有拯救音樂產業的辦法。但同樣地，由於網路速度越來越快，一種新型態的商業模式出現：線上串流音樂服務，這是一種租用（rent）音樂的概念，訂戶繳納一固定月費（monthly fee）後即可不限制次數以串流形式聆聽資料庫中的任何音樂檔案，故創作者可授權給線上串流音樂業者撥放其作品並收取權利金，業者再提供聆聽音樂服務給消費者，消費者再藉由支付月費或收聽廣告使業者獲利，三者互惠互利，過去業者和創作者皆無法獲得收入之慘境應不復見。但台灣在2012年盜版音樂比率仍高達85%，顯見使用線上串流音樂服務之人數仍不夠多，使用者仍傾向於過去聆聽盜版音樂的選擇，冒著違法風險、變相傷害創作者和唱片公司，而不選擇各方面明顯較優質的線上串流音樂服務，此狀況與現狀偏差理論描述之狀況相似：「使用者固守過去選擇，就算有更好的選擇也不改變」。本研究透過網路問卷調查，共回收308份問卷，有效問卷為292份 (回收率占94%)。本研究以結構方程式進行資料分析，研究結果顯示，測量模型信、效度良好，而在驗證假說檢定方面則發現：(1)既有慣性、轉換成本、認知利益、社會規範、損失績效成本對抗拒態度有顯著影響。(2)不確定性成本對抗拒態度不具有顯著影響。(3)調節效果方面，性別對於損失績效成本、不確定性成本對抗拒態度具有調節效果。

關鍵字

現狀偏差 ； 線上串流音樂服務 ； 轉換成本 ； 認知利益 ； 使用者抗拒

並列摘要

Over the last decades, the music industry has harmed by free MP3 download on in website. Consumers not only use the download site P2P (peer to peer) but also other ways to exchange music. And those have been impacting on the sales of physical album. People are still thinking about how to deal with this difficulty. Because the speed of Internet is getting faster and faster, there is a new kind of business model appearing: Online streaming music service, which is a concept of rent music. Subscribers can just pay the fixed monthly fee, and then they can unlimitedly enjoy the music of database. The original author can authorize vendors to offer online streaming music through charging them the property right fee. And the vendors can earn profit from monthly fee of membership and let advertiser publish commercial on website. This way can benefit all three parts, and it also makes industry revive.
However, the proportion of using pirated music in 2012 is still around 85%, it means that the people using the online streaming music is still not enough. MP3 users still intend to listen to pirated music, taking the risk to break the law. And it indeed damages original authors and record companies. They aren’t willing to choose higher quality, online streaming music service, to enjoy music. This kind of issue is similar to the theoretical description of the status quo bias: "Users stick at the previous options, even if there is a better one."
In this study, the total number of questionnaire is 308 that were collected on Internet. 292 of them are valid (response rate 94%). In this study, we used structural equation to analyze data, and the results showed that reliability and validity of the measurement model are good. In terms of the test of verifying the hypothesis are that: First, inertia, switching costs, cognitive benefits, social norms and the cost for the loss of performance have a significant impact on the attitude of resistance. Second, cost of uncertainty does not have a significant impact on the attitude of resistance. Third, the moderator of gender between the cost of the loss of performance and cost uncertainty is obvious.

參考文獻

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