本研究結論： 科技接受模型的兩個因素「知覺有用」以及「知覺易用」對於線上訂閱型音樂服務之購買意願有正向關係。 認知價值的兩個因素「認知品質」以及「知覺成本」，前者對於線上訂閱型音樂服務之購買意願有正向關係，後者則為反向關係。 人格特質武斷性(封閉性/開放性)與線上訂閱型音樂服務之購買意願無顯著差異。 Technology has been transforming the ecology of music consumption: From the physical product such as cassette, CD, to the digital download. The cloud technology is taking music industry to another level - subscription-based music service. Will this kind of service prevail and be the future of music consumption? The research is trying to extract the purchasing intention of subscription-based music service by applying the following three theories: Technology Acceptance Model, Perceived Value and Dogmatism.
The major target of this research would be the students in universities. Quantitative researching method - survey, would be applied and collected. With the help of descriptive statistics, reliability, factor, correlation and regression analysis, the relationship among Technology Acceptance Model, Perceived Value, Dogmatism and the purchasing intention of subscription-based music service can be better understood.
The major findings of this study are as follows: Both factors from Technology Acceptance Model:“perceived usefulness”and“perceived ease of use”are positively correlated to the purchasing intention of subscription-based music service. Factors from perceived value theory:“perceived quality”and“perceived cost”have different effects on the purchasing intention of subscription-based music service. The former is positively correlated while the latter is negatively correlated. The level of dogmatic character has no significant effects on the purchasing intention of subscription-based music service.