閱聽大眾對線上音樂平台重視因素之探討

本研究綜合文獻查考，以瞭解閱聽大眾對線上音樂平台之重視因素，應用焦點訪談的方式收集曾使用過線上音樂平台之閱聽大眾15人之意見，彙整出閱聽大眾對線上音樂平台之重視因素22項，並據以設計第一階段問卷，針對曾使用過線上音樂平台之閱聽大眾60人進行發放，請受訪者依自身實際經驗與個人認知，至多勾選15項重視因素；第一階段問卷回收後，經統計整理出重視因素的排序，並將未獲20次勾選的7項因素刪除後，將剩餘15項因素分為「音樂內容豐富」、「應用程式操作」、「收聽音樂過程」與「合理價格支付」等4個面向，建立本研究閱聽大眾對線上音樂平台之重視因素之層級架構，再設計第二階段問卷，亦針對曾使用過線上音樂平台之閱聽大眾60人進行發放，問卷回收後將資料輸入Expert Choice 2000統計軟體，並通過該軟體呈現的一致性檢定。經由Expert Choice 2000軟體之計算，得到閱聽大眾對線上音樂平台重視因素面向權重值由高而低順序分別為「合理價格支付」、「應用程式操作」、「音樂內容豐富」及「收聽音樂過程」；而閱聽大眾對線上音樂平台重視因素整體權重以「價格合理」、「優惠方案」、「新歌上架速度」、「收聽流暢度」、「歌曲搜尋方便」及「專輯歌曲完整」為排序前六項；而以「相似歌曲推薦功能」、「可播放歌詞」、「音樂音質佳」、「付費方式多元」及「廣告數量少」為排序最後五項；本研究據此提出四項具體建議供作參考。

關鍵字

線上音樂平台；重視因素； AHP層級分析法

並列摘要

In this study, a comprehensive literature review was conducted to understand the importance factors of the audience on online music platforms, and the opinions of 15 people who had used online music platforms were collected by means of focus interviews. There are 22 important factors, and the first-stage questionnaire is designed accordingly, and distributed to 60 people who have used online music platforms. Respondents are asked to select at most 15 important factors based on their actual experience and personal perception; After the questionnaire was collected in the first stage, the ranking of the important factors was sorted out according to statistics, and the 7 factors that had not been checked 20 times were deleted, and the remaining 15 factors were divided into four aspects as "Rich Music Content", "Application Operation", "Process of Listening" and "Reasonable Payment", establish a hierarchical structure of the factors that the audience attaches to online music platforms in this study, and then design the second stage of the questionnaire. 60 people who had used online music platforms were distributed. After the questionnaire was collected, the data was input into the Expert Choice 2000 and passed the consistency test presented by the software. Through the calculation, it is obtained that the factors that the audience attaches to the online music platform face the weight value in descending order of "Reasonable Payment", "Application Operation", "Rich Music Content" and "Process of Listening"; while the overall weight of the factors that the audience attaches to online music platforms top six items are ranked is "Reasonable Price", "Preferential Plan", "Speed of New Songs on the Shelves", "Listening Fluency", "Easy to Search" and "Complete Album"; the last five items are "Similar Song Recommendation Function", "Playable Lyrics", "Good Music Sound Quality", "Multiple Payment Methods" and "Few Advertisements"; this study proposes four specific suggestions are provided for reference.