以經驗抽樣法探索不同音樂偏好屬性使用者之日常生活中的音樂聆聽行為

Abstract

現代生活中由於網際網路與行動載具的普及，提升了人們對音樂之可及性與主控權，使音樂更加融入大眾的日常生活中，刻意或非刻意的音樂偶遇情境便更趨頻繁地發生，例如透過大眾媒介或他人介紹而接觸到音樂或與音樂相關的資訊，進一步觸發對於特定音樂作品之尋求，是謂「需求喚醒的音樂聆聽」。 因此，本研究欲探討人們的日常音樂發掘與聆聽行為中，音樂資訊來源的分布情形，以及受到需求喚醒而引發音樂聆聽的比例為何，本研究透過經驗抽樣法針對45位音樂涉入程度較高之受試者進行為期二週的問卷調查，以每日五次、每2至3小時一次的頻率，經由LINE通訊軟體寄送線上問卷給受試者，即時紀錄其2小時內的音樂聆聽行為。除了聚焦於人們的日常音樂資訊來源外，本研究亦關注個人的音樂偏好屬性對於音樂發掘與聆聽行為之影響，其中音樂偏好屬性包括：「音樂偏好開放性」、「音樂偏好多樣性」、「音樂涉入程度」以及「音樂偏好與個人認同」，以此四種音樂偏好屬性設計問卷，再以自我評量的方式進行一次性測驗，最後再將測驗結果與經驗抽樣結果進行綜合分析，了解日常生活中的音樂資訊來源、音樂聆聽行為與音樂偏好屬性間的關係。 本研究最後採納其中44位受試者的音樂偏好屬性量表結果與經驗抽樣調查結果進行分析，結果顯示在發掘新音樂時，受試者最常透過他人或環境播放而聽到新音樂（72.8%），在自己播放的情況下則以受到推薦或分享所引發的需求喚醒聆聽為主（16.5%），較少以主動尋求的方式獲取新音樂（10.7%）；而若為已經聽過的曲目，則最常由於內在動機而自行播放曲目（45.3%），其次為透過他人或環境播放而聆聽（41.4%），少數為由於最近曾聽到曲目被播放或提及而引發的需求喚醒聆聽（13.3%）。 在音樂偏好屬性如何影響音樂聆聽行為方面，則發現「音樂偏好開放性」高者之日常傾向聆聽他人或環境所播放的音樂；「音樂偏好多樣性」高者，較常受到需求喚醒而觸發進一步的音樂聆聽；「音樂涉入」及「音樂偏好與個人認同」程度高者，則多傾向因自發性的內在動機而自己播放音樂。最後，音樂偏好多樣性或音樂偏好開放性越高者，對於曲目之滿意度顯著較高；音樂涉入程度高者則對曲目滿意度顯著較低。 綜觀本研究結果可知，音樂偏好屬性對於人們日常音樂發掘與聆聽行為確有影響，且人們的音樂資訊來源多來自他人的推薦分享、他人或環境中的音樂播放。因此，未來音樂推薦系統應發展更加完備、多元的推薦策略與功能，如蒐集使用者之音樂偏好屬性資訊，建立使用者音樂偏好屬性檔，再據此給予更加符合其需求的音樂推薦。 關鍵字：經驗抽樣法、音樂偏好屬性、音樂資訊尋求、音樂推薦、涉入程度、偏好多樣性、偏好開放性、偏好與個人認同

For the purpose of investigating the sources that trigger individuals’ real-life music listening and seeking behaviors, this study conducted an Experience Sampling Approach (ESM) in an attempt to acquiring information which could help enhance the performance and effectiveness of music recommender systems. Using ESM, 45 participants with relatively high involvement in music were recruited and took part in the study in a period of 14 days, during which time they were surveyed five times a day, with 2-3 hours intervals, through their mobile devices. After receiving the online survey link from LINE app, participants were to answer a short questionnaire designed to collect data of their everyday music listening and finding behavior, which focuses on the distribution of their music information sources that trigger their interests in music encountering or listening. Apart from examining individual’s everyday music listening and seeking behavior, this study also explored the interaction effect between their behaviors and music preference characteristics on how much they enjoyed the music, namely: “preference diversity”, “openness to novelty”, “involvement”, and “preference and self-identity”. Data about each participant’s was elicited through a background information questionnaire before the ESM study. In this context, “preference diversity” denotes the degree of heterogeneity of an individual’s music interests; “openness to novelty” represents the degree to which an individual is willing to accept novel or unfamiliar music recommendations; involvement describes the extent to which an individual perceives music to be personally relevant and important; preference and self-identity measures the degree to which an individual believes that one’s preference of music could express oneself. After the two weeks of ESM study, the quantitative data collected from 44 participants whose response rate were above 60%. Results showed that “music played by others” was the most frequent way for participants to discover new music (72.8%); if only consider the self-played music episodes, participants were most often triggered by others’ music recommendation or sharing (16.5%); “actively seeking” were relatively scarce when it comes to listening new music (10.7%). On the other hand, when the music was heard before, the reason why participants played it again was mostly being prompted by their intrinsic motivations (45.3%), followed by external stimuli (13.3%). Switching to another focal point of this study, analyses indicates that individuals’ music preference characteristics had a significant influence on their music listening and seeking behavior. Participants with high music “openness to novelty” listened to music played by others more often; those with high music “preference diversity” triggered by others’ music recommendation or sharing more frequently; those with high music “involvement” or “preference and self-identity” were inclined to actively playing music themselves, instead of be exposed to music played by others, due to their intrinsic motivations. In terms of their perceived enjoyment of single music episodes, when one’s music “preference diversity” or “preference diversity” was high, the enjoyment tended to be rated higher; by contrast, when one’s music “involvement” was high, the enjoyment was significantly low.