資訊管理學報
陳孟淳;林勝為;苗議丰;林娟娟;
頁: 199-221
日期: 2022/07
摘要: 隨著網路普及改變了消費者取得音樂聆聽的方式，在串流音樂平台百家爭鳴之際，業者為取得更多用戶並提供個人化服務，了解用戶需求是首要任務。本研究意圖找出影響用戶訂閱意願的因素，採用感知價值理論與價值接受模型(Value based Adoption Model; VAM)為理論基礎，透過個人面、社會面、平台品質面、感知成本等前置因素，探討對感知利益及感知犧牲兩個構面的影響，及後續對感知價值之影響。同時，本研究也探討感知價值和體驗黏著度如何影響消費者的訂閱意願。本研究採用網路問卷進行資料蒐集，共回收520份有效問卷。研究結果發現，感知價值是影響消費者訂閱意願的重要因素，而感知利益對感知價值的影響多於感知犧牲。本研究結果冀望能作為串流音樂平台業者發展訂閱經濟之參考。
關鍵字: 價值接受模型;訂閱經濟;串流音樂平台;
Abstract: Purpose－This study aims to uncover important factors in influencing users' intention to subscribe music streaming services. Design/methodology/approach－Based on value-based adoption model (VAM) as the overall research framework, this research explores two dimensions of perceived benefit and sacrifice through personal, societal, and platform influences. Consumer perceived value and stickiness are supposed to affect their intention to subscribe music streaming service. By using online surveys, 520 individual responses were collected and quantitatively analyzed. Findings－The results show that platform involvement and platform quality strongly impact the perceived benefits. Perceived price and switching cost positively impact the perceived sacrifice. Perceived benefits and perceived sacrifice show significant impacts on perceived value. Perceived value also contributes significantly to the stickiness of the user and user’s intention to subscribe. Research limitations/implications－This study offers a comprehensive view in understanding consumer’s subscription intention of online streaming music services. However, the behaviors of subscribing to online streaming music services may vary among different groups (e.g. genders, age). To expand the understanding on this subject, future study may consider conducting different types of experimental operations by collecting samples from different platforms and demographic groups. Practical implications－This study emphasizes the influence of cognition on behavior. The result provide the evidence of consumer perceived value positively influenced their intention to subscribe music streaming services. This research could provide beneficial guidance to music streaming services. Originality/value－Regarding the music streaming platform subscription, few studies discuss the antecedents of paid music streaming services using value-related perspectives.
Keywords: Value based adoption model (VAM), subscription economy, music streaming services;
瀏覽次數: 22558 下載次數: 6050
引用 導入Endnote
頁: 199-221
日期: 2022/07
摘要: 隨著網路普及改變了消費者取得音樂聆聽的方式，在串流音樂平台百家爭鳴之際，業者為取得更多用戶並提供個人化服務，了解用戶需求是首要任務。本研究意圖找出影響用戶訂閱意願的因素，採用感知價值理論與價值接受模型(Value based Adoption Model; VAM)為理論基礎，透過個人面、社會面、平台品質面、感知成本等前置因素，探討對感知利益及感知犧牲兩個構面的影響，及後續對感知價值之影響。同時，本研究也探討感知價值和體驗黏著度如何影響消費者的訂閱意願。本研究採用網路問卷進行資料蒐集，共回收520份有效問卷。研究結果發現，感知價值是影響消費者訂閱意願的重要因素，而感知利益對感知價值的影響多於感知犧牲。本研究結果冀望能作為串流音樂平台業者發展訂閱經濟之參考。
關鍵字: 價值接受模型;訂閱經濟;串流音樂平台;
Value of Services - Utilizing valued-based adoption model to investigate consumer's intention to subscribe music streaming services
Abstract: Purpose－This study aims to uncover important factors in influencing users' intention to subscribe music streaming services. Design/methodology/approach－Based on value-based adoption model (VAM) as the overall research framework, this research explores two dimensions of perceived benefit and sacrifice through personal, societal, and platform influences. Consumer perceived value and stickiness are supposed to affect their intention to subscribe music streaming service. By using online surveys, 520 individual responses were collected and quantitatively analyzed. Findings－The results show that platform involvement and platform quality strongly impact the perceived benefits. Perceived price and switching cost positively impact the perceived sacrifice. Perceived benefits and perceived sacrifice show significant impacts on perceived value. Perceived value also contributes significantly to the stickiness of the user and user’s intention to subscribe. Research limitations/implications－This study offers a comprehensive view in understanding consumer’s subscription intention of online streaming music services. However, the behaviors of subscribing to online streaming music services may vary among different groups (e.g. genders, age). To expand the understanding on this subject, future study may consider conducting different types of experimental operations by collecting samples from different platforms and demographic groups. Practical implications－This study emphasizes the influence of cognition on behavior. The result provide the evidence of consumer perceived value positively influenced their intention to subscribe music streaming services. This research could provide beneficial guidance to music streaming services. Originality/value－Regarding the music streaming platform subscription, few studies discuss the antecedents of paid music streaming services using value-related perspectives.
Keywords: Value based adoption model (VAM), subscription economy, music streaming services;
瀏覽次數: 22558 下載次數: 6050
引用 導入Endnote