Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/92440
標題: Impacts of Hedonic and Utilitarian Values on Customer Loyalty with Mobile Music Streaming Services
享樂與功利價值對行動音樂串流服務的忠誠度之影響
作者: 陳偉豪
Wei-Hao Chen
關鍵字: 知覺享樂;知覺價格;資訊系統成功;音樂串流;滿意度;忠誠度;Perceived Hedonic;Perceived Price;Satisfaction;Loyalty;Music Streaming;Information System Success
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摘要: 
With the rapid development of technology and wireless networks, mobile devices are very popular to be used in our life. Thus, a variety of mobile applications and services are developed for mobile users to use. To keep up with this trend, online music streaming service providers also developed their mobile applications for their customers. However, the use of mobile music streaming service is required to pay a monthly fee. To charge the monthly fee is the primary source of profit for music streaming providers. Customer loyalty is seen as an important indicator of the company's profitability. Therefore, what factors can affect the user loyalty will be an important issue for mobile music streaming service.
From the perspective of marketing and information systems, this study developed a research framework to examine the role of hedonic and utilitarian values on user loyalty and satisfaction with using mobile music streaming service. We also posit information quality, system quality and perceived price as the key variables of hedonic and utilitarian values.
Our findings showed that the system quality, information quality, and perceived price significantly affect hedonic and utilitarian values. Hedonic and utilitarian values significant influence on user satisfaction. But the user loyalty of mobile music streaming service is only determined by utilitarian value and user satisfaction. Finally, we hope this result may be helpful for music streaming service providers to improve their mobile music streaming services and to make an effective marketing strategies.

隨著科技和無線網路的快速發展,在我們的生活中,行動裝置已經相當普及。因此各式各樣的行動應用被開發出來以供行動用戶所使用。為了跟上這個行動趨勢,線上音樂串流服務商也開發了自己的行動應用給顧客使用。然而,使用行動音樂串流服務是需要支付月費的,而收取月費也是音樂串流公司的主要獲利來源。對於音樂串流公司的盈利,如何提升顧客的忠誠度一直都被視為是重要的課題。因此,什麼因素會影響到使用行動音樂串流服務的顧客忠誠度將會是個重要的議題。
本研究從行銷和資訊系統的觀點,提出了一個研究模型來檢視享樂和功利價值對於行動音樂串流用戶忠誠度和滿意度的作用。我們將感知價格、系統品質和資訊品質作為功利和享樂價值的關鍵前置變數,進而影響用戶的滿意度和忠誠度。本研究採用問卷調查的方式,共收集了259份問卷進行統計分析。
問卷資料分析結果指出:只有享樂價值對於忠誠度無顯著之影響,而其他的變數之間皆具有顯著的影響。我們希望這項研究的結果能有助於行動音樂串流服務供應商改善他們的行動服務應用,並且做出有效的策略。
URI: http://hdl.handle.net/11455/92440
其他識別: U0005-0507201522401700
Rights: 同意授權瀏覽/列印電子全文服務,2018-07-09起公開。
Appears in Collections:科技管理研究所

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