Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/22209
標題: A study of online legitimate music user's loyalty
合法線上音樂使用者忠誠度之研究
作者: 楊依函
Yang, Yi-Han
關鍵字: online music;線上音樂;utilitarian and hedonic;finance;convenience;loyalty;功利性;快樂性;財務成本;便利成本;忠誠度
出版社: 科技管理研究所
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摘要: 
隨著線上音樂的廣泛使用,音樂產業面臨空前的危機。面對十分猖獗的未經過授權而在網路上分享音樂檔案以及下載檔案的情形,唱片業者希望音樂使用者能夠繼續支持正版,並開始著手進行合法線上音樂下載的推動。根據過去的文獻,作者整理出以往學者所提到消費者會採取使用盜版音樂的原因與考量觀點。
以往研究多著墨於線上音樂使用者與願意合法購買線上音樂之價格間之關係;鮮少有研究由合法線上音樂公司的角度做出發,探討顧客知覺與顧客忠誠度間之關係,因此,本研究主要目的是從使用者利益(功利性和快樂性)、使用者成本(財務成本和便利成本),探討顧客對於線上音樂服務的知覺價值與滿意度間關係,並期望進而提高線上音樂使用者的忠誠度。
研究結果顯示,使用者利益和使用者成本對線上音樂顧客的忠誠度皆有顯著的影響;然而,在性別的探討,卻只在使用者成本上對顧客忠誠度有顯著的影響。

Internet piracy and the ubiquity of unlicensed music have caused enormous problems for the recording industry as it evolves into the digital age (IFPI 2007). With the p2p system technology advance, each user can both receive files from others, and can give files to others, without the intermediation of a central server (Alexander 2002). More importantly, these systems facilitate the exchange of a wide variety of file types or formats, so that users can exchange any type of digitized products. Thereby, during this period, the music industry fell dramatically. To raise online legitimate music users' loyalty, the research need to study some causes that make online music users use or don't use legitimate music.
In the past studies, many researchers only study on the relations between prices and using legitimate music desire. This study investigates the importance of antecedents of online loyalty such as trust, quality of the Web site, quality of the service and overall satisfaction that could increase the perceived value of music users and further raise their loyalty of online legitimate music.
Since shared music online and download music freely has become a serious problem for the music industry. This study examines the dimensions of online legitimate music user values (utilitarian and hedonic values) and user costs (finance and convenience costs). Furthermore, we divide the music users into two types: male and female.
The results indicate that user values (utilitarian and hedonic values) and user costs (finance and convenience costs) all have significantly impacts on the loyalty of online legitimate music customers. Gender, however, only has a significantly impact on users' cost.
URI: http://hdl.handle.net/11455/22209
其他識別: U0005-2706200716485800
Appears in Collections:科技管理研究所

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