| Abstract: | 近年來網際網路的普及與發達，與數位化時代的來臨不僅造就了許多新興產業，同時也讓許多傳統產業面臨前所未有的大災難。唱片產業的音樂儲存載體由實體，進步到虛擬的數位檔案，再透過MP3技術與P2P軟體的結合，消費者可以在網路的分享世界中，以近乎免費的方式來下載音樂，這一種既簡單又方便的免費下載音樂方式，嚴重的衝擊了全球的唱片產業，也意味著CD唱片行已經不再是消費者唯一可以取得音樂的管道，取而代之的則是透過網路下載的線上音樂。
本研究以科技接受模式為基本架構來探討大學生使用線上音樂商店之使用行為，並透過結構方程式(Structural Equation Modeling，SEM)來驗證研究模型，最後根據分析結果了解大學生使用線上音樂商店時，其使用知覺、使用態度、行為意圖以及實際使用之間的關連性，並提供線上音樂業者之參考策略與建議。
本研究所得之主要結論為：(1)經由科技接受模式應用到線上音樂的使用行為上，說明了態度－意圖－行為的關聯性，亦即若要在大學生市場上，提升其使用線上音樂商店服務的人數，則學生需對線上音樂的使用態度、行為意圖皆抱有正向的意願。(2)對於大學裡各個學院而言，本研究結果顯示工學院的學生其平均實際使用線上音樂商店的頻率顯著高於外語學院的學生。
In recent years, the coming of digital world and the popularization of network technology not only brings up and trains lots of emerging industries but also make most of the traditional industries face disaster that they haven’t ever seen before. In CD industry, the storage carriers of music, progressing from entity to virtual digital file, furthermore, through the combination of MP3 technology and P2P software, consumers can download music for free in the sharing world of the Internet.
This simple and convenient way of download, crashing the global CD industry tremendously, which means, online music downloaded from the Internet takes the place of music store which is no longer the only channel for consumers to obtain music.
This study based on the framework of technology acceptance model (TAM) to discuss college student’s using behavior about online music store, and verify the research model through structural equation modeling (SEM), according to the result of analysis, understanding the connection among perceived of use, attitude toward using, intention to use, and actual use while college student using online music store, and then offer strategies and suggestions to online music dealer.
The conclusions of this study are:
(1)Applying the behavior of using online music in technology acceptance model (TAM), has stated the connection among attitude-intention-behavior, which means, if dealers want to raise the number of using online music’s service on college student’s market, student’s attitude toward using online music and intention to use must be positive.
(2)For each institute in the college, result of this study shows that the frequency of average actual use, students of engineering institute are higher than foreign language institute’s. |
