透過您的圖書館登入
IP:3.234.253.152
  • 學位論文

以科技接受模型、認知價值以及人格特質對線上訂閱型音樂服務購買意願之研究

A study of Technology Acceptance Model, perceived value and dogmatism to the purchasing behavior of subscription-based online music service

指導教授 : 蔡政言
共同指導教授 : 孫嘉祈(Chia-Chi Sun)

摘要


音樂的消費模式隨著科技進步一直在轉變,從以往的實體消費(錄音卡帶、CD)轉換到數位付費下載。近年來雲端處理的興起,把數位音樂的消費又帶到另一個層次—線上訂閱型音樂服務。台灣的KKBOX即屬於此類服務。而這種服務是否能夠成為未來數位音樂的消費主流型態?本研究以科技接受模型(Technology Acceptance Model)、認知價值(Perceived Value)以及人格特質武斷性(Dogmatism)三個構面切入,探討消費者對於線上訂閱型音樂服務的購買意願。 本研究主要以大學學生為研究對象,研究方法為問卷調查法,在回收問卷並整理之後,使用敘述性統計分析、信度分析、因素分析、差異性分析、相關性分析以及迴歸分析來討論上述三個構面對線上訂閱型音樂服務購買意願之影響,並且以研究結果給予建議,以利相關服務廠商在未來策略開發參考。 本研究結論: 科技接受模型的兩個因素「知覺有用」以及「知覺易用」對於線上訂閱型音樂服務之購買意願有正向關係。 認知價值的兩個因素「認知品質」以及「知覺成本」,前者對於線上訂閱型音樂服務之購買意願有正向關係,後者則為反向關係。 人格特質武斷性(封閉性/開放性)與線上訂閱型音樂服務之購買意願無顯著差異。

並列摘要


Technology has been transforming the ecology of music consumption: From the physical product such as cassette, CD, to the digital download. The cloud technology is taking music industry to another level - subscription-based music service. Will this kind of service prevail and be the future of music consumption? The research is trying to extract the purchasing intention of subscription-based music service by applying the following three theories: Technology Acceptance Model, Perceived Value and Dogmatism. The major target of this research would be the students in universities. Quantitative researching method - survey, would be applied and collected. With the help of descriptive statistics, reliability, factor, correlation and regression analysis, the relationship among Technology Acceptance Model, Perceived Value, Dogmatism and the purchasing intention of subscription-based music service can be better understood. The major findings of this study are as follows: Both factors from Technology Acceptance Model:“perceived usefulness”and“perceived ease of use”are positively correlated to the purchasing intention of subscription-based music service. Factors from perceived value theory:“perceived quality”and“perceived cost”have different effects on the purchasing intention of subscription-based music service. The former is positively correlated while the latter is negatively correlated. The level of dogmatic character has no significant effects on the purchasing intention of subscription-based music service.

參考文獻


40.黃于珊,2010,《以科技接受模式探討青少年之線上購買行為》。淡江大學管理科學研究所碩士班論文。
50.劉忠楊、周盟皓,2006,《數位音樂購買意願及願意支付價格之研究》。Electronic Commerce Studies,4卷3期。
26.洪新原、梁定澎、張嘉銘,2005,《科技接受模式之彙總研究》。資訊管理學報。
38.張平男編譯,Milton Rokeach原著,1978,《開放與封閉的心理》。黎明文化事業股份有限公司。
45.資策會,2003,《線上音樂市場發展現況與趨勢》

被引用紀錄


林傳晉(2016)。以技術接受模型探討 線上訂房網站之使用意願〔碩士論文,淡江大學〕。華藝線上圖書館。https://doi.org/10.6846%2fTKU.2016.00204
蘇慧芳(2015)。行動購物使用意圖影響之研究 -技術接受模型觀點〔碩士論文,淡江大學〕。華藝線上圖書館。https://doi.org/10.6846%2fTKU.2015.00959
蔡芳旻(2014)。科技接受模型與涉入程度對購物意願影響之研究-以兩岸消費者購買淘寶網為例〔碩士論文,淡江大學〕。華藝線上圖書館。https://doi.org/10.6846%2fTKU.2014.00229
吳震威(2016)。線上串流音樂平台使用者對平台之購買意願-以KKBOOX與Spotify為例〔碩士論文,國立臺灣大學〕。華藝線上圖書館。https://doi.org/10.6342%2fNTU201600237

延伸閱讀