以經驗抽樣法探索不同心理特質Spotify使用者之音樂聆聽行為

Abstract

近年來，音樂串流服務已成為人們接觸音樂的主要途徑，其中Spotify結合演算法推薦、個人播放清單、收藏功能與主動搜尋等多元功能，讓使用者得以在主動探索與被動推薦之間進行不同程度的音樂發現。現有研究多聚焦於平台演算法或使用紀錄分析，較少同時考量個人的音樂心理特質及真實生活情境中音樂聆聽的觸發因素如何共同影響音樂發現與聆聽行為。本研究以Spotify為研究平台，將使用者之平台功能使用、日常音樂聆聽情境與個人音樂心理特質加以整合，探討使用者如何在不同音樂心理特質下展現不同的音樂發現模式與平台功能使用行為，並進一步分析其對聆聽歷程之影響。 本研究採用問卷調查與經驗抽樣法（Experience Sampling Method, ESM）之兩階段混合研究設計。第一階段以問卷蒐集使用者之音樂聆聽行為習慣資料並量測音樂心理特質，包括Gold-MSI兩構面（情感投入與積極參與）、音樂涉入四構面（吸引力/中心性、身分認同、自我探索、社會連結），並新發展出音樂開放性類型（選擇性開放、普遍開放、熟悉導向、背景陪伴），以衡量使用者於熟悉與新奇音樂之間的探索傾向。第二階段以兩週的經驗抽樣法蒐集了57位參與者日常生活中的即時音樂聆聽資料，記錄其聆聽觸發因素、Spotify平台功能使用情形、聆聽歷程中新曲目比例及聆聽享受程度，並結合因素分析、羅吉斯迴歸模型、線性混合模型與結構方程模型等方法進行分析，以全面探討音樂心理特質、平台功能使用與音樂發現行為之間的關係。 研究結果顯示，使用者之音樂心理特質與平台功能使用存在顯著差異。不同心理特質會影響使用者偏好的Spotify功能類型、觸發有機聆聽的內外部提示來源，以及新曲目探索程度。其中，社會連結是影響有機聆聽觸發因素的重要心理特質構面；自我探索與積極參與程度較高者的新音樂探索更多來自主動搜尋與平台外資訊來源，不僅僅依賴演算法推薦。聆聽享受程度方面，有機聆聽最能提升聆聽享受，但不同特質構面存在不同的最佳功能適配。開放性類型在解釋音樂發現行為上具有關鍵角色，普遍開放者較傾向接受演算法推薦並接觸新音樂。結構方程模型進一步發現，Gold-MSI與音樂涉入對平台功能使用的影響，部分透過開放性類型產生直接或間接效果，顯示開放性類型在音樂心理特質與平台使用行為之間具有重要的中介角色。此外，研究亦發現，使用者的音樂心理特質不僅影響其於Spotify平台內的功能選擇，也影響平台外部由情緒、記憶、社交互動或環境刺激所引發的音樂探索歷程。 整體而言，本研究從三項音樂心理特質、平台功能使用與真實生活情境層面建構完整的音樂發現歷程分析架構，補充過去僅依賴平台行為資料而難以解釋使用者內在動機之不足，並提出「開放性類型」作為理解音樂發現差異的重要心理構念。研究結果顯示，音樂發現並非僅受演算法設計所驅動，而是平台功能、個人心理特質與日常生活情境交互作用的結果。此研究除擴展音樂資訊行為與音樂心理學之理論發展外，亦可作為音樂串流平台未來發展心理特質專屬推薦機制、音樂探索功能設計及個人化使用體驗之參考依據。

In recent years, music streaming services have become the primary channel through which people access music. Spotify, in particular, integrates a range of features—including algorithmic recommendations, user-created playlists, music libraries, and active search functions—that enable users to discover music through varying degrees of active exploration and passive recommendation. Existing studies have primarily focused on recommendation algorithms or platform usage data, while relatively little attention has been paid to how individual musical psychological dispositions and real-life listening contexts jointly shape music discovery and listening behaviors. Using Spotify as the research platform, this study integrates users' platform feature usage, everyday music listening contexts, and individual musical psychological dispositions to investigate how different psychological characteristics influence music discovery patterns and platform feature use, as well as their subsequent effects on the listening experience. This study adopted a two-phase mixed-method design combining a questionnaire survey with the Experience Sampling Method (ESM). In the first phase, participants completed a questionnaire measuring their music listening habits and musical psychological dispositions, including two dimensions of the Goldsmiths Musical Sophistication Index (Gold-MSI) — Emotional Engagement and Active Engagement — and four dimensions of music involvement: Attraction/Centrality, Identity Expression, Self-Affirmation, and Social Bonding. In addition, this study developed a new construct, Openness Styles, consisting of Selective Openness, General Openness, Familiarity Preference, and Background Listening, to assess individuals' tendencies toward balancing familiarity and musical novelty. In the second phase, two weeks of ESM data were collected from 57 participants to capture their real-time music listening experiences in daily life, including listening cues, Spotify feature usage, the proportion of newly discovered songs during each listening session, and listening enjoyment. The data were analyzed using factor analysis, logistic regression, linear mixed-effects models, and structural equation modeling to comprehensively examine the relationships among musical psychological dispositions, platform feature usage, and music discovery behaviors. The results revealed significant associations between users' musical psychological dispositions and their platform feature usage. Different psychological dispositions influenced users' preferences for Spotify features, the internal and external cues that initiated organic listening, and the extent of music exploration. Among the psychological constructs examined, Openness Styles played a pivotal role in explaining music discovery behaviors. Individuals characterized by General Openness were more likely to embrace algorithmic recommendations and explore unfamiliar music. Social Bonding emerged as an important psychological dimension influencing listening cues, whereas individuals with higher levels of Self-Affirmation and Active Engagement tended to discover new music through active searching and external information sources beyond the platform, rather than relying solely on algorithmic recommendations. Regarding listening enjoyment, organic listening produced the highest levels of enjoyment, although the optimal platform feature varied across different psychological profiles. Structural equation modeling further demonstrated that the effects of Gold-MSI and music involvement on platform feature usage were partially mediated by Openness Styles, highlighting its important mediating role between musical psychological dispositions and platform usage behaviors. Furthermore, musical psychological dispositions influenced not only users' feature choices within Spotify but also music discovery processes initiated by emotions, memories, social interactions, and environmental stimuli outside the platform. Beyond contributing to the theoretical development of music information behavior and music psychology, this study may also provide a reference for music streaming platforms in developing psychologically tailored recommendation mechanisms, designing music exploration features, and enhancing personalized user experiences.