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| Title: | 消費者對線上串流音樂平台之滿意度與購買意願之影響因素探討－以 KKBOX 與 Spotify 為例
Determinants of users` satisfaction and purchase intention on online music streaming platforms-a case study of KKBOX and Spotify |
| Authors: | 李宥慈
Li, You-Cih |
| Contributors: | 邱志聖
Chiou, Jyh-Shen
李宥慈
Li, You-Cih |
| Keywords: | 串流音樂平台
4C 策略行銷架構
KKBOX
Spotify
滿意度
購買意願
online music streaming platform
4C strategic marketing framework
KKBOX
Spotify
satisfaction
purchase intention |
| Date: | 2019 |
| Issue Date: | 2020-04-06 14:49:14 (UTC+8) |
| Abstract: | 網路技術的快速發展，改變了大眾的生活型態，也劇烈影響了全球音樂產業：新載具推陳出新、實體唱片銷售量嚴重下滑等．．．。在網際網路的影響下，串流音樂服務逐漸成為主流的音樂消費模式，2004年台灣出現了第一家串流音樂平台KKBOX，發展至今已成為台灣規模最大的音樂平台。但在2013年，全球最大的串流音樂平台宣布進入台灣市場後，用戶成長速度飛快，對國內第一大串流音樂服務業者KKBOX造成極大的威脅。
因此，本研究以KKBOX與Spotify為例，聚焦於分析兩平台在台灣地區的競爭狀況，並透過4C策略行銷分析架構歸納分析出影響消費者對線上串流音樂平台之滿意度與購買意願之關鍵影響因素，此兩大平台又各自透過何種策略吸引消費者。經由本研究發現，平台所提供的有形效益、整體效益成本、履行合約能力、說到做到、心理層面品牌認同、產品相關專屬資產對滿意度皆有正面影響，而心理層面品牌認同、滿意度、整體效益成本及產品相關專屬資產為影響消費者購買意願的關鍵因素。根據本研究結果發現，目前KKBOX在4C個面向上表現皆輸於
Spotify。
儘管如此，在亞洲地區作為串流音樂市場前瞻者的KKBOX，仍具有先進者優勢，根據研究結果發現，KKBOX已與用戶建立起產品相關專屬資產，且其擁有豐富的亞洲流行歌曲，如華語及日語歌曲等。因此，面對Spotify強勢的競爭壓力，本研究建議KKBOX必須先改善其服務的有形功能，再者可以結合長期在亞洲地區耕耘之優勢，透過產品相關專屬資產發展相關娛樂事業，具體塑造出專業娛樂服務者之形象，使其未來在串流音樂市場仍保有一席之地。
As Internet techniques develop rapidly, the lifestyle of people has changed significantly and thus the global music industry. For instance, the innovation of media vehicles, the great declining of physical records, etc. With the Internet, online music streaming service has increasingly become a dominant consumption pattern in recent years. In 2004, KKBOX, the first online music streaming server in Taiwan, was established, and now it is in the first rank of music streaming platforms in Taiwan. However, after the biggest global online music streaming server, Spotify, entered Taiwan in 2013, whose subscribers grow vigorously, and which therefore posed a great threat to KKBOX.
Consequently, this research takes KKBOX and Spotify as the case study, focusing on analyzing the competition of these two platforms in Taiwan and using 4C strategic marketing framework to explore the significant factors on users’ satisfaction and purchase intention when choosing a music platform. Also, this research would like to know what different strategies these two platforms adopted for attracting consumers are. According to the result, the tangible benefit, utility of cost, capability, commitment, psychological brand identity, and product-related asset specificity the servers provide to customers would have positive impact on users’ satisfaction. Meanwhile, psychological brand identity, satisfaction, utility of cost and product-related asset specificity are four key factors in purchase intention of users. Currently, in line with this research finding, the performance of KKBOX is inferior to Spotify in respective 4C aspects.
Despite of that, KKBOX, as an online music streaming pioneer in Asia, still has first-mover advantage. As the finding of this survey, KKBOX has built up its asset specificity with its users, and it has abundant Asian pop songs, such like Mando pop and Japanese pop. Hence, confronting to global dominating figure, Spotify, this research suggests that KKBOX should improve its functional services first, combining with its reginal advantage in Asia and product-related asset specificity to develop entertainment referential business and to effectively convey an image of professional entertainment server to consumers, making it have a place in the music streaming market in the future. |
| Reference: | 中文文獻
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
106363083 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0106363083 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202000370 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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