In the past, people use CD walkman or download MP3 from computers intend to listen to music. In recent years, smartphones and 3G technologies began to prevail over the world, everyone started to use streaming music that could download and play music. Among those streaming music, iTunes that is under of Apple company and KKbox that is developed from Taiwan have promoted their own music downloading and streaming services, and because of their conveniency, low price and legality strategy, it is easy to replace the music listening model of CD or MP3. Therefore, the market of music industry has develop gradually the digital path of their own, and mobile device would still be the main stream of the future age, but will consumers truly accept the digitalize of music and are they willing to change their habit of listening to music?
This research selected KKbox that is early founded in Taiwan and iTunes that is under the Apple enterprise to study their own music streaming and music downloading as cases. And these cases could help this research to explore the perceived quality and the perceived value that influence the satisfaction and the buying intention of users. This research would investigate and study the consumers if conveniency, legality and satisfaction, habit, price of KKbox and iTunes would positively increase their will to purchase the two softwares. The survey will be designed through four directions, including the aspects of perceived quality, perceived value, satisfaction of value and will of purchasing. The survey is trying to figure out the cognition of consumers about the two softwares, afterwards, the author carry out interviews with higher-ups of the two companies, in order to understand how to increase the satisfaction and desire to purchase digital music between the viewpoints of consumers and sellers.
The research discovered that users would accept and use the merchandise because of its conveniency, but the most of them would just want to pay lower than the recent amount of digital music market. Therefore, in order to increase the satisfaction and desire of consumers, the suggestions are: 1.Remake the price. 2. Provide personal services. 3. Mobile device is the main stream of the market. 4. Enlarge the demand of people on music. 5. Increase the quantity of binding devices. Also, beside the distributor should provide better service quality, the most important is the record companies should produce much more ideal quality of products. Consequently, it would attract more consumers’ attention, and combining the well quality of digital music platform, the satisfaction and the buying intention of digital music market would certainly increase.