消費者對正版音樂的購買意願：盜版音樂盛行時，購買正版音樂意願之研究

Consumers’ Willingness to Pay for Original Music: A Study on Willingness to Pay for Original Music When Pirated Copies Are Easily Accessible

王鵬程(JamesMervinC. Ong)

指導教授 ： 王秉鈞

元智大學/資訊學院/資訊管理學系/碩士(2012年)

https://doi.org/10.6838/YZU.2012.00030

摘要

網路上下載盜版軟體、電影、音樂等由來已久。當MP3檔案與寬頻網路盛行時，盜版音樂變成很普遍。因為技術的關係，人們對正版音樂和盜版音樂的品質已無法清楚分辨。剩下的問題是：「還有什麼原因會吸引消費者去購買正版音樂」。本研究是以盜版音樂已經很容易取得的情況下，針對還有哪些因素會影響到消費者對正版音樂的購買意願。價格、樂隊花車效應、娛樂預算、意識取得盜版音樂的後果、喜歡歌手、支持國際音樂是當本研究的變數用來衡量消費者對正版音樂的購買意願。本研究對象為國中至博士，包含在職專班。結果表示價格、娛樂預算、喜歡歌手、社會的環球化對消費者對正版音樂的購買意願最有很顯著的影響。

關鍵字

數位盜版 ； 盜版音樂 ； 消費者購買意願 ； 音樂行銷

並列摘要

Digital piracy has been in existence for a long time. Music piracy came to existence with MP3 file format and high speed broadband connection as its power source. It cannot be denied that the quality of pirated music and original music can no longer be differentiated due to technology. The question left is what is the reason left for consumers to purchase original music. This study focuses on the factors that affect the willingness to pay of the consumers for original music since pirated music are already easily accessible. The respondents were all students from junior high school students to university students. Price, bandwagon effect, entertainment budget, awareness of the negative consequences in acquiring pirated music, favorite artist, and support for international music were the measures used to evaluate the willingness to pay of the consumers. Results show that price, entertainment budget, favorite artist, and support for international music have the most influence on the willingness to pay.

並列關鍵字

digital piracy ； music piracy ； willingness to pay ； music marketing

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