Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/22286
標題: A study of how to influence customers' behavioral intention of using legitimate online music by using different retention strategies
運用策略影響線上音樂使用者行為意圖之研究
作者: 詹婉貞
CHAN, WAN-CHEN
關鍵字: online music;線上音樂;piracy;behavioral intention;retention strategy;使用者行為意圖;保留策略;反盜版
出版社: 科技管理研究所
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摘要: 
隨著數位時代的來臨,網路環境的成熟使音樂檔案傳輸極具便利性,線上音樂環境逐漸成形,卻也深受P2P網路分享行為的負面影響,因此線上音樂業者希望藉由保留策略來提升合法線上音樂的使用。根據過去的文獻,可將這些策略分為兩類:提高消費者使用利益:折扣策略、附加價值策略;製造顧客移轉障礙:科技保護策略、法律行動策略,另外,將線上音樂使用者區分為合法線上音樂使用者與網路分享檔案使用者兩種。
以往的研究多著重在反盜版策略的影響,本研究進一步探討不同策略對使用者影響程度的大小,以及是否能提升合法線上音樂的使用意願,並藉由研究結果給予線上音樂業者實質的建議。
研究結果顯示,折扣與提供附加價值產品策略可正面影響使用者行為意圖,提高對線上音樂使用的意願,科技保護與法律行動則會產生負面影響,法律行動與折扣策略對分享檔案使用者有較大的影響;附加價值策略則對合法使用者產生較大的影響。
站在業者的角度來說,必須適時的衡量法律行動與科技保護政策實施的程度,避免對使用者行為意圖產生負面的效果,並提供適當的優惠措施吸引使用者長期使用合法線上音樂。

With the coming of the digital life, the mature of the internet environment has created a very convenient routine to share music. Therefore, online music has been utilized widespread, but it's in the grey area of the law, which means it has not been defined clearly if it's legal or not. These problems have severely challenged the traditional channel of music mechanic, and obviously, online music has been a trend of the new channel.
According to the previous literatures, we can categorize anti-piracy strategies in two types: create the benefit of the product and create the switching costs. The purpose of this study is to use those strategies to increase the behavioral intention of using legitimate of online music users.
The result indicates value-added product, lower pricing strategies will have a positive effect on behavioral intention to use online music, but legal action, technological protection strategies will have a negative effect on behavioral intention of using legitimate online music. The legal actions strategy and pricing strategy have greater effect on file-sharing users than legal users. Value-added product strategy has greater effect on legal users than file-sharing users. From a firm's perspective, they should use stick strategies carefully to avoid having negative effect on customers' behavioral intention of using legitimate online music, and give appropriate carrot to attract users using legitimate music for long term.
URI: http://hdl.handle.net/11455/22286
其他識別: U0005-0507200800074700
Appears in Collections:科技管理研究所

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