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  • 學位論文

線上音樂使用者之需求與行為研究

A Study of the Need and Behavior of Online Music User

指導教授 : 陳昭珍
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摘要


本研究旨在了解線上音樂服務使用者之需求與行為。本研究透過文獻分析,編製「線上音樂服務使用者之需求與行為」之調查問卷,研究對象為「曾經使用過」或「正在使用」線上音樂服務的使用者,利用網路問卷為管道,取得有效問卷數761份。研究結論如下: 一、受試者對合法且免費的線上音樂服務之使用意願非常高,而影響其不使用線上音樂服務的主要原因是「覺得收費太高」。最受本研究受試者重視的線上音樂服務因素是「連線速度與穩定度」,最不受重視的因素是「社群討論」。比較使用者與潛力使用者對各項因素的重視差異,發現使用者較潛力使用者更重視以下因素:「音樂播放品質」、「音樂歌曲數量」、「音樂類型」、「播放平台易用性與穩定度」、「播放平台介面設計美觀」、「連線速度與穩定度」及「付款方式」。 二、受試者的使用動機是音樂資訊因素、便利因素、心理因素、價格因素、合法因素;主要使用時間為:使用電腦時、打發時間時、休閒閱讀時、轉換心情時;主要地點是家裡。 三、受試者的資訊需求最主要是「歌詞」與「歌手資料、動態或新聞報導」;音樂使用權限的要求為「可離線聽歌」及「可傳輸至行動音樂設備帶著聽」;受試者重視音樂品質;可接受的付費方式為「月費制與單曲付費下載並行制」及「月費制」。引發受試者音樂需求的媒體或場合主要是:大眾媒體、網路、演唱會與商店;「同儕團體」是引發受試者資訊需求與諮詢的主要對象;「歌手/團體名稱」、「歌曲名稱」或「專輯名稱」同時是主要的搜尋與瀏覽音樂較常使用之工具。 四、受試者每次的平均使用時間為1小時;主要的數位音樂收聽裝置為電腦、MP3 隨身聽;管理數位化歌曲檔案的方法主要是「移至其他檔案夾作備份」;線上音樂服務的主要使用項目為「聽歌」與「參與相關音樂活動」;受試者很少參與線上音樂社群討論;偶爾會與他人分享音樂心得;偶爾向他人推薦喜愛的歌手或歌曲。

並列摘要


The purpose of this study was to explore the need and behavior of online music user. The survey questionnaire was designed based on literature review. The study population was the users who had used online music service before or who use online music service. Finally, 761 valid questionnaires were obtained by a web-based survey. The following conclusions were made: 1. Subjects like to use legitimate and free online music service, and the main reason which they do not want to use the service was “the high price”. The most emphatic fact was “the speed and stability of connecting”, and the most unemphatic fact was “community discussion”. Contrasting between users and potential users, we found that users care more about “the quality of music”, “the quantity of music”, “the genre of music”, “the accessibility and stability of software ”, “the artistic interface of software”, “the speed and stability of connecting”, and “the way to pay”. 2. The motivations of subjects to use online music service were music information, convenience, mentality, price, and legitimacy. They usually used online music service when they “use computers”, ”kill time”, ” make themselves happier”, or “read”. They usually used music services at home. 3. The main information needs of subjects were “lyrics” and “the information, activities and reports of singers”. They want to have the right of “listening to music offline” and the right of “listening to music anywhere by transferring to mobile music devices”. Subjects valued the quality of music. The acceptable way to pay were “subscription and pay-per-download” and “subscription”. The main mediums or occasions which triggered music information searches were “mass mediums”, “internet”, “concerts” and “stores”. “The same generation” was the main target that trigged music information searches and the main target subjects want to consult. “The name of singers or groups”, “The name of songs” and “The name of albums” were tools for searching and browsing music. 4. The average using time of subjects was one hour. The main digital music devices were computers and MP3 players. The main way to manage digital music files was “moving to another files for backup”. Subjects like to use the online music service such as “listening to music” and “joining music-related activities”. Subjects rarely took part in the discussion of online music community. Subjects occasionally shared their music feeling with others. Subjects occasionally commended their favorite singers or songs to their friends.

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被引用紀錄


趙鵬竹(2008)。探討經營付費線上音樂網站之關鍵成功因素〔碩士論文,亞洲大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0118-0807200916281204

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