人際網絡與數位音樂下載行為：免費下載真的是毒蛇猛獸嗎?

CCUR > College of Business > Department of International Trade 7 Graduate Institute of International Trade > Thesis > Item 987654321/29996

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/29996

Title:	人際網絡與數位音樂下載行為：免費下載真的是毒蛇猛獸嗎? Social Network and Consumers' Attitude and Behavior towards Online Music
Authors:	鍾欣儒 Chung, Sing-Ru
Contributors:	國際貿易學系
Keywords:	社會網絡情感網絡諮商網絡數位音樂消費行為免費下載授權音樂 social network emotional network advising network digital music download free music licensed music
Date:	2015-06
Issue Date:	2015-07-30 10:34:11 (UTC+8)
Abstract:	幾十年來，科技快速的發展使得在網絡上下載免費音樂更為方便。消費者可以免在網路上免費下載音樂或購買授權的音樂。因此我們提出了兩個重要議題：第一，什麼是影響購買線上音樂的主要心理因素，其次，所謂的盜版趨勢是否會損害音樂公司的獲利。要回答以上的問題，我們借用社會網絡理論提出4個假設以清楚的調查有關數位音樂產業中的消費行為和盈利模式。(1)是否在社交網絡上強依賴性的消費者有更大的可能性會下載免費音樂。(2)將社交網絡分為兩種:情感和諮商網絡，而諮商網絡是否比友誼網絡在下載音樂(購買授權的音樂)中更具影響力。(3)是否下載線上免費音樂的意圖對於購買授權音樂的意圖有負向的影響。(4)是否下載線上免費音樂(購買授權音樂)的意圖對於購買互補音樂產品意圖有正向的影響。我們從300名大學生中收集數據，再利用結構方程模式分析4個假設，研究結果發現社交網絡上強依賴性的消費者有更大的可能性會下載免費音樂，而諮商網路比友誼網絡在下載音樂(購買授權的音樂)中更具影響力，而下載線上免費音樂的意圖不會影響購買授權音樂的意圖，最後是購買授權音樂的意圖對於購買互補音樂產品意圖有正向的影響。 The manufacturing, distribution, promotion, and consumption of music have all been radically changed by the Internet and the digitization of music. It change the physical music to the digital music. Digital music development has advantage and shortcoming. For advantage, technology development is good for industry development and it bring the new consumer behavior. For shortcoming, income of physical music industry is declining. And it also bring lots of digital musical complements that people can consume. Change of consumer behavior bring more business opportunity that we can study it. To summarize, during the social network and digital music consume behavior, we propose new evidence about the change of consumer behavior in the new music supply chain in this digital age of music.
Appears in Collections:	[Department of International Trade 7 Graduate Institute of International Trade ] Thesis

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML	451	View/Open

View Licence

Loading...