數位音樂下載與串流之滿意度與購買意願 -以iTunes與KKbox為例

Satisfaction and Purchase Intention in Music Download and Music Streaming-A Case Study of iTunes and KKbox

林岳甫(Yueh-Fu Lin)

指導教授 ： 陳玉鈴

淡江大學/文學院/大眾傳播學系碩士班/碩士(2014年)

https://doi.org/10.6846/TKU.2014.00037

摘要

過去用CD隨身聽聽音樂或是利用電腦下載MP3音樂，都是我們聽音樂的方式。而在近幾年來，智慧型手機的出現和3G上網的盛行，大家都開始利用手機作為音樂播放的載具。其中以Apple旗下的iTunes以及國內自行研發KKbox各自推出音樂下載以及音樂串流服務，藉由網路以及智慧型手機的普及化，盼能夠藉由便利性、低價化、合法性的策略取代CD光碟片或是MP3的音樂收聽模式。這樣也讓音樂市場逐漸走向數位化的路，未來仍舊可能是行動裝置的時代，消費者對於數位音樂是否能夠真正接受，改變過去聽音樂的方式。
本研究選擇以台灣創立較早的KKbox以及有廣大手機平板市場Apple公司旗下的iTunes，作為兩方在數位音樂串流以及音樂下載的研究案例。希望藉由透過研究iTunes及KKbox音樂軟體以及智慧型手機的App，探討使用者對該產品的知覺品質以及知覺價值產生的滿意度以及購買意願的關係。從iTunes和KKbox兩方軟體在它們的便利性、合法性、使用上是否滿意、習慣性、價格以及是否有正向的購買意願進行調查研究。問卷主要以四大構面知覺品質、知覺價值、值滿意度與購買意願為主軸，試著瞭解消費者對於兩大軟體的認知，最後則與業者(傳統音樂業者、數位音樂平台業者)進行深度訪談並結合業者的訪談內容，瞭解消費者在使用上的認知以及音樂產業業者彼此之間該如何提升數位音樂的滿意度以及購買意願。
研究發現使用者最主要對於便利性商品是能夠接受並使用，但在願意支付價格又大多低於現行數位音樂市場的價格。所以如果要提升數位音樂市場在消費者心中的滿意度以及購買意願，建議數位音樂平台可以將1.現有訂價重新訂製;2.提供個人化服務;3.行動裝置未來市場主流;4.提高人們對音樂的需求;5.綁定裝置數量增加。而未來數位音樂除了通路商提供良好的服務品質之外，最重要的仍就是唱片公司能製作理想的內容品質，這麼一來必定可以吸引消費者的注意，在搭配上好的平台提供好品質的數位音樂，必能使數位音樂市場的滿意度以及購買意願提升。

關鍵字

數位音樂 ； 知覺品質 ； 知覺價值 ； 滿意度 ； 購買意願

並列摘要

In the past, people use CD walkman or download MP3 from computers intend to listen to music. In recent years, smartphones and 3G technologies began to prevail over the world, everyone started to use streaming music that could download and play music. Among those streaming music, iTunes that is under of Apple company and KKbox that is developed from Taiwan have promoted their own music downloading and streaming services, and because of their conveniency, low price and legality strategy, it is easy to replace the music listening model of CD or MP3. Therefore, the market of music industry has develop gradually the digital path of their own, and mobile device would still be the main stream of the future age, but will consumers truly accept the digitalize of music and are they willing to change their habit of listening to music?

This research selected KKbox that is early founded in Taiwan and iTunes that is under the Apple enterprise to study their own music streaming and music downloading as cases. And these cases could help this research to explore the perceived quality and the perceived value that influence the satisfaction and the buying intention of users. This research would investigate and study the consumers if conveniency, legality and satisfaction, habit, price of KKbox and iTunes would positively increase their will to purchase the two softwares. The survey will be designed through four directions, including the aspects of perceived quality, perceived value, satisfaction of value and will of purchasing. The survey is trying to figure out the cognition of consumers about the two softwares, afterwards, the author carry out interviews with higher-ups of the two companies, in order to understand how to increase the satisfaction and desire to purchase digital music between the viewpoints of consumers and sellers.

The research discovered that users would accept and use the merchandise because of its conveniency, but the most of them would just want to pay lower than the recent amount of digital music market. Therefore, in order to increase the satisfaction and desire of consumers, the suggestions are: 1.Remake the price. 2. Provide personal services. 3. Mobile device is the main stream of the market. 4. Enlarge the demand of people on music. 5. Increase the quantity of binding devices. Also, beside the distributor should provide better service quality, the most important is the record companies should produce much more ideal quality of products. Consequently, it would attract more consumers’ attention, and combining the well quality of digital music platform, the satisfaction and the buying intention of digital music market would certainly increase.

並列關鍵字

Digital Music ； Perceived Quality ； Perceived Value ； Satisfaction ； Buying Intention

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