網際網路與電子商務的興起,使線上交易成為重要的購物管道,並促使向來不被關注的冷門商品有了生存的空間。音樂市場上亦存在相同的情況,獨立音樂在音樂產業中,相對於主流音樂為銷量低且不受關注的。線上音樂創作社群、線上獨立音樂商店的出現,使獨立音樂商品愈發容易被搜尋與購買。然而獨立音樂商品在線上環境販賣成功與否,取決於消費者線上購買之意圖,因此獨立音樂消費者的線上購買意圖值得進一步探究。過去國內外對於線上購買意圖的研究,分別從知覺價值、涉入、交易成本、信任、知覺風險等觀點進行探討,在這些研究當中,探討對象的商品種類多以一般常見的商品為主,較缺乏以市場上不暢銷的商品作為探討對象。本研究以獨立音樂商品的購買進行探討,並從消費者的角度思考,透過整合「知覺價值」與「交易成本」理論,了解影響消費者線上購買意圖的因素,並加入「涉入」作為調節變數,探討高涉入族群與低涉入族群在知覺價值對購買意圖間之差異。 本研究以問卷調查法進行資料蒐集,共回收222份問卷,並使用結構方程模式(SEM)檢驗模型適配度與檢定研究假說,本研究分析結果發現:「情感價值」與「經濟價值」對於線上購買獨立音意圖具有顯著正向的影響;「不確定性」與「信任」對於「交易成本」具有顯著正向的影響;「涉入」對於情感價值影響線上購買意圖間具有調節效果,同時發現高涉入族群在情感價值與購買意圖間之調節效果較低涉入族群還要大。根據研究結果可提供線上獨立音樂經營者建議,並提供該領域未來之研究方向。
The rise of the Internet and e-commerce make online trading becoming an important shopping channel, and promote the unpopular goods having the living space. The same situation can also be found in the music market, Independent music relative to the Mainstream music is low sales and without concern. The emergence of online music creation community and online independent music store making the independent music goods easy to search and purchase. In the online environment, Independent music goods trafficked successful is depending on consumer online purchase intention. The purpose of the study is to understand the factors that influence online purchase intention through two aspects of Perceived Value and Transaction Cost, and adding Involvement as a moderator. The study using the questionnaire survey to collect data. A total of 222 questionnaire were collected, and using structural equation modeling to test the goodness of fit and research hypothesis. The analysis results showed: (1) Emotional Value and Economic Value have a significant positive impact to online independent music purchase intention. (2) Uncertainty and Trust have a significant positive impact to Transaction Cost. (3) Consumer’s Involvement in the independent music has moderating effects on the relationship between emotional value and purchase intention. According to the results can provide suggestions to the online independent music operators, and the direction of the future research in this field.