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標題: A study of how to influence customers' behavioral intention of using legitimate online music by using different retention strategies
作者: 詹婉貞
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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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.
其他識別: U0005-0507200800074700
Appears in Collections:科技管理研究所

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