The online questionnaire of this study was officially released for one month from January 23 to February 23, 2014, and collected 825 copies in total. Nonetheless, subtracted 90 copies that presented not purchasing any types of music products within the last one year and 7 copies of outlier, 728 valid copies was collected, showing a validity rate of 88%. The following Tables 4.1 and 4.2 show the overall distribution of demographic statistics and consumption behaviors.
Table 4.1: Overall Demographic Statistics
Gender Frequency Percentage
Male: 198 27.2%
Female: 530 72.8%
Age
Under 25: 482 66.2%
26 to 45: 245 33.7%
Over 46: 1 0.1%
Dispensable Income (TWD)
Below 5,000: 243 33.4%
5,001 to 10,000: 245 33.7%
10,001 to 15,000: 85 11.7%
15,001 to 20,000: 39 5.4%
Over 20,001: 116 15.9%
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Table 4.2: Consumption Behavior Statistics of Product Types
Printed Online
Consumption Experience
Frequency Percentage Frequency Percentage
Less than 5 years: 200 28.8% 194 78.5%
Money Spend Each Time (TWD)
Below 150: 4 0.6% 130 52.6%
In these 728 response subjects, 695 of which had consumed printed music within
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the last one year. Furthermore, in these 695 subjects, 214 of which consumed online music, therefore, in total, 481 subjects consume only printed music and 33 subjects only consume online music. Also noticed that there were up to 86.6% of the online music consumers purchased printed music, while only 30.8% of printed music consumers consumed online music, too, in the previous one year. Details are shown in Figure 4.1.
Figure 4.1: Music Consumption Distribution of Product Types
As mentioned, although trying to collect data with more balance in gender, it was found that female accounts for more proportion of about 72.8% in gender distribution while male only account for about 27.2% in the total collected data. More precisely, 95.5% of the both genders consume printed music; however, more female (36.4%) consume online music than male (27.3). Also, the age distribution of the data collected is not well balanced either, which might be resulted from the channel selection of this study; 66.2% of subjects are aged under 25, other 33.7% are aged 26 to 45, and only 1 subject was over age 46. The results also shows that the younger subjects (age under 25) tend to consume more printed music over online music comparing to subjects aged between 26 to 45. Up to 97.1% of subjects who aged
66%
29%
5%
Printed Only (33) Both (214) Online Only (481)
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under 25 consume printed music and 29.3% of which consume online music. On the other hand, 92.2% of subjects who aged 26 to 45 consume printed music and 43.3%
of which consume online music, as seen in Figure 4.2.
Figure 4.2: Product types Preference by Age
More than half of the subjects’ dispensable income is weighted below 10,000NTW per month, 33.4% of subjects have the dispensable income below 5,000NTW, and 33.7% are between 5,001 and 10,000, 11.7% are between 10,001 and 15,000, 5.4% are between 15,001 and 20,000, while 15.9% of subjects’ dispensable income is over 20,000 per month. However, the result also shows a subtle differentiation between the subjects’ consumption preference among the two music product types, though the outcomes make more sense when also considering the distribution of age. In the five sections of dispensable income level, subjects who consume printed music account higher proportion in the lower two income levels ( 97.5% and 97.1% below 5,000 and 5,001-10,000) than the higher three income levels (91.8% 10,001-15,000; 87.2% 15,001-20,000; 93.1% over 20,001). Conversely, for subjects who consume online music have an opposite outcome, the result shows that subjects who consume online music account lower proportion in the lower two income levels (24.3% below 5,000; 33.1% 5,001-10,000) than the higher three income
0%
20%
40%
60%
80%
100%
Age under 25 Age 26 to 45
Consume Printed Consume Online
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levels (44.7% 10,001-15,000; 51.3 15,001-20,000; 42.2% over 20,001), as seen in Figure 4.3.
Figure 4.3: Dispensable Income Level and Preference of Product Types
Subjects’ music preference and consumption behavior also show variety in comparison of the two music product types. Look at subjects’ consumption behavior first, in short, printed music consumers have a longer purchase experience than online music consumers, as seen in Figure 4.4, over 40% of printed music consumer have been purchasing printed music for more than 10 years, while most of the online music consumer just consuming online music no more than 5 years.
Figure 4.4: Purchase Experience of Product Types
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
86.00%
88.00%
90.00%
92.00%
94.00%
96.00%
98.00%
100.00%
Online
Printed
Printed Music Consumer Online Music Consumer
0%
20%
40%
60%
80%
100%
Printed Online
Less than 5 years 5 to 10 years Over 10 years
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However, online music consumers spend less money each time than printed music consumers, as seen in Figure 4.5, most of the printed music consumers spend over 301 TWD for each time, and in the contrary most of the online music consumers spend less than 300 TWD each time.
Figure 4.5: Money Spend Each Time of Product Types (TWD)
While online music also has a higher purchase frequency than printed music consumer, detail shown in Figure 4.6.
Figure 4.6: Purchase Frequency of Product Types (times)
Next, the music preferences of the subjects vary slightly in comparison of product types, and only in the music language preference has some difference, but not so much in the music genre section. As seen in Figure 4.7, regardless of Mandarin
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Printed Online
more than 450 301 to 450 151 to 300 below 150
0%
20%
40%
60%
80%
100%
Printed Online
more than 16 11 to 15 6 to 10 1 to 5
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language music, printed music customers purchase Korean and Japanese language music more than online music consumers, while online music consumers prefer English language music more than printed music consumers.
Figure 4.7: Music Language Preference of Product Types
Nevertheless, the music genre preference has quite limited differentiation in comparing the two product types, as seen in Figure 4.8.
Figure 4.8: Music Genre Preference of Product Types
Then, the following Tables 4.3 and Table 4.4 show the mean score of each
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
Mandarin Korean Japanese English Taiwanese Other
Printed Online
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Printed Online
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questionnaire item, the highest mean score of component of Printed Music product is Repurchase Intention, and the lowest is Conditional Value.
Table 4.3: Items Mean Score of Printed Music Independent
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The highest mean scores of each components of online music section is also Repurchase Intention, while the lowest is Social Value.
Table 4.4: Items Mean Score of Online Music Independent
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As seen the component mean scores in the previous Table 4.3 and Table 4.4, Seven levels of Likert scale was used in the research questionnaire, with 1 represent totally not agree, 4 means moderate and 7 stand for totally agree, the higher the score the higher the perceived agreement.