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標題: Impacts of Hedonic and Utilitarian Values on Customer Loyalty with Mobile Music Streaming Services
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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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.

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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