串流音樂消費價值與消費者購買選擇行為探討

Abstract

中文摘要 隨著科技的日新月異及行動裝置設備、網際網路的普及，音樂產業也搭上數位化、網路化的浪潮。根據統計，越來越多消費者選擇在網路上購買、收聽音樂，而非購買實體唱片業者發行的CD專輯。串流音樂儼然已成為美國音樂產業的主要事業，也成為了全球音樂產業中最大的一塊市場。 本研究主旨即為探討串流音樂消費價值對於串流音樂消費者的購買行為有甚麼影響，透過問卷調查的方式將受訪者區分為流行音樂消費者、獨立音樂消費者以及古典音樂消費者。樣本的蒐集是採用便利抽樣方式進行問卷發放，共回收160 份有效問卷。 研究結果發現，流行音樂消費者較注重串流音樂的品質功能價值、情境價值及經濟價值；而獨立音樂消費者以及古典音樂消費者則較注重串流音樂的社會價值。而三群消費者的平均每月願付價格略有不同，其中以獨立音樂者最高。 藉由問卷資料的分析結果，我們認為(1).串流音樂需增加其附加價值，並針對不同的目標客群進行差異化行銷。(2).串流音樂的可以調高每月定價，不同消費者有不同最高願付價，差別訂價可獲得更高的收益。

Abstract With the advance of science and the ever-changing nature of technology,mobile devices and mobile internet access more and more popular.Music industry is on the wave of cyberization as well. According to studies, more and more consumers do not buy CDs, but purchase music service online. Streaming music is already, by far, the biggest business for the US recording industry.Also, it becomes the biggest market for recorded music in the world. The main purpose of this study is to explore the consumer choice behavior of streaming music users. In the survey, the Consumption Value Theory was applied, and the respondents were divided into three different groups. We categorized the respondents into three different music genres, to learn more about whether there is any difference among pop music consumers, independent music consumers and classical music consumers. The sample collection used “convenience sampling,” and a total of 160 valid questionnaires were collected. The result shows that pop music consumers pay more attention on “functional value” and “conditional value” while independent music consumers and classical music consumers focus more on “social value.” Also, the average willingness to pay a month changes among the three groups. Obviously, independent music consumers are willing to pay more than the others. Through the study, we can suggest that: (1). Streaming music company should offer more additional value, and create differentiate marketing strategy to appeal consumers targeted. (2). The price of the payment can be higher, and it can be classified according to different type of consumers.