以科技接受模型, 認知價值以及人格特質對線上訂閱型音樂服務購買意願之研究

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Title:	以科技接受模型, 認知價值以及人格特質對線上訂閱型音樂服務購買意願之研究
Other Titles:	A study of technology acceptance model, perceived value and dogmatism to the purchasing behavior of subscription-based online music service
Authors:	薛尉廷;Hsueh, Wei-Ting
Contributors:	淡江大學國際企業學系碩士班蔡政言;Tsai, Jeng-Yan
Keywords:	科技接受模型;認知價值;武斷性;線上音樂;購買意願;Technology Acceptance Model;perceived value;online music;dogmatism;purchasing behavior
Date:	2013
Issue Date:	2013-04-13 10:54:03 (UTC+8)
Abstract:	音樂的消費模式隨著科技進步一直在轉變，從以往的實體消費(錄音卡帶、CD)轉換到數位付費下載。近年來雲端處理的興起，把數位音樂的消費又帶到另一個層次—線上訂閱型音樂服務。台灣的KKBOX即屬於此類服務。而這種服務是否能夠成為未來數位音樂的消費主流型態？本研究以科技接受模型(Technology Acceptance Model)、認知價值(Perceived Value)以及人格特質武斷性(Dogmatism)三個構面切入，探討消費者對於線上訂閱型音樂服務的購買意願。本研究主要以大學學生為研究對象，研究方法為問卷調查法，在回收問卷並整理之後，使用敘述性統計分析、信度分析、因素分析、差異性分析、相關性分析以及迴歸分析來討論上述三個構面對線上訂閱型音樂服務購買意願之影響，並且以研究結果給予建議，以利相關服務廠商在未來策略開發參考。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.
Appears in Collections:	[Graduate Institute & Department of International Business] Thesis

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