請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/50869
標題: | 線上串流音樂平台使用者對平台之購買意願-以KKBOOX與Spotify為例 Users' Purchase Intention on Online Music Streaming Platforms - A Case Study of KKBOX and Spotify |
作者: | Jhen-Wei Wu 吳震威 |
指導教授: | 林麗雲 |
關鍵字: | 知覺品質,知覺價值,購買意願,數位音樂,線上串流音樂平台, Perceived Quality,Perceived Value,Purchase Intention,Digital Music,Online Music Streaming Platform, |
出版年 : | 2016 |
學位: | 碩士 |
摘要: | 網路的普及、MP3檔案與行動裝置的出現,改變大眾的音樂聆聽習慣。實體唱片銷售每況愈下,衝擊全球唱片音樂市場,卻也促使全球音樂市場的轉型。數位音樂、串流音樂平台相繼出現。以台灣為例,從創立最早、規模最大的KKBOX發展至今,已有19家數位音樂業者提供服務,逐漸取代實體銷售,成為音樂市場主流。
本研究藉以台灣最具代表性的串流音樂平台KKBOX與第一家進入台灣數位音樂市場並為當前全球最大的國際廠牌Spotify為例,分析使用者對於兩平台的感受與評價。首先,以文獻回顧探究兩平台之發展歷程與服務提供及差異;再透過問卷方式探討使用者對兩產品之知覺品質、知覺價值與購買意願的關係。統計研究結果發現,在「知覺品質」、「知覺價值」與「購買意願」的關係上,Spotify都是優於KKBOX。尤以「知覺價值」更是影響使用者選擇使用與購買串流音樂平台的重要因素。 然而,KKBOX因其長久的在地化與多角化經營以及本土唱片業者的支持,使其在華語音樂的數量上與在台影響力仍有絕對優勢。因此在國外廠牌相繼來台的情況下,本土數位音樂業者除了持續增強平台的服務提供與操作介面上的改善外,建議能固守自我優勢,並可結合如廣播電台等音樂產業面向,開創華語數位音樂市場的獨特性與龍頭地位。 The popularity of internet and the emergence of MP3 and mobile devices change the people’s habit of listening to music. The declining of physical record sales these years makes an impact on global music industries. However,these technical changes also make the transformation of global music industries. In Taiwan,there are 19 digital music companies providing the online streaming music sevices now. Not only replace the music industries’main revenue of physical record sales,but also become mainstream in the market. This research selected KKBOX the first and typical online streaming platform in Taiwan,and Spotify that is the first international online streaming brand in Taiwan and is known for the world’s highest market share as case studies to analyse the users’experiences and evaluations for these two platforms. First,comprehending the developments,services and differences between these two platforms based on literature review. Then, through the questionnaires, this study explores the users’ relationship to the platforms among perceived quality,perceived value and purchase intention. And the results suggested that Spotify is superior to KKBOX among perceived quality,perceived value and purchase intention to users. In particular, perceived value is the most important factor to affect the users using and buying online streaming platform. Despite this,KKBOX still has strong advantages on its influence and large numbers of Mandopop in Taiwan because of its localization, diversification and local record industries’ support. In the case of foreign brands successively entering, local digital music industries should enhance its service providing and improve user interface. In addition, they should maintain their Mandopop advantages and combine with different music industries like radio station to creat the unique and the leadership position in Mandopop industy. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/50869 |
DOI: | 10.6342/NTU201600237 |
全文授權: | 有償授權 |
顯示於系所單位: | 新聞研究所 |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-105-1.pdf 目前未授權公開取用 | 1.6 MB | Adobe PDF |
系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。