Future Studies - 音樂產品再購意願之影響因素：以產品型態做比較

Finally, in conclude of all the research findings and suggestions, here are some directions for future studies that are correlated to the similar topics or industries.

1. As the fast altering global trend of online music and technology, digital downloading business model and online streaming business model should be separated as two different product types as well, researches can focus on the difference of the two business models that affecting customer’s consumer behavior in many aspects.

2. Based on the characteristics of each music product types, questionnaire items could be designed respectively in order to exactly cover and understand more perspective of the unique attributes of one product type that provide different values for customers.

3. More detailed of categories in demographic statistics and music preference could take into examination as variables within certain product type or business model in order to better understand consumer’s behavior.

4. As the popularity of parallel import items and the renaissance of vinyl records, related study could focus on the multiple music language and countries of origins, and also the unique characteristics of vinyl records might also worth to pay attention, thus to provide more suggestion for the printed music industry.

5. Besides music products, industries with tradition products that are facing the impact of digital technologies such as movies, books, or photograph are all the related issues to be studied, especially under this rapid growing of technology era.

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digital items in virtual communities. PACIS 2009 Proceedings. July 10-12.

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confirmation model for web portal context, Information Management, 42, 683–693.

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Appendix

Appendix A

:

Formal Research Questionnaire (In Chinese) 親愛的先生、小姐您好：

本問卷是一份有關於對於購買音樂產品的消費價值之學術性研究問卷，主要目的在「以產品型態探討消費者對於購買音樂產品的價值因素，

及其對於滿意度及再購意願之影響，期望以此了解消費者所注重的價值，

做為提供相關產業策略之參考」。期盼藉您對音樂產品的購買經驗與各項認知，以充實本研究的價值與貢獻。本問卷採不具名回答且屬學術研究之用，絕對不會對外公開，請安心填寫。各選項並無好、壞之分，皆為單選題，請您安心填答。作答時間只需 5 至 10 分鐘，請留意是否漏填。再次誠摯感謝您在百忙之中抽空填答，謝謝您！

敬祝身體健康，事事如意

國立高雄大學 IMBA 指導教授：吳建興博士陶幼慧博士研究生：林祐民敬上聯絡方式：yuminhlin@gmail.com ---

第一部份：

A. 基本資料

1. 請問您的性別：□男 □女

2. 請問您的年齡：□25 歲以下 □26～45 歲 □46 歲以上 3. 請問您的每月平均可支配所得(或零用錢)約：

□少於 5,000 元 □5,001 元到 10,000 元 □10,001 元到 15,000 元

□15,001 元到 20,000 元 □20,001 元以上

第二部份：

請問您在過去的一年內是否消費過(實體/線上)音樂：

□是 □否 B.購買習慣

4. 請問您在消費(實體/線上)音樂的經歷有多長的時間了:

□5 年以下 □5 到 10 年 □10 年以上

5. 請問您過去一年內消費(實體/線上)音樂的頻率：

□5 次以下 □6 到 10 次 □11 到 15 次 □15 次以上

Appendix B: Formal Research Questionnaire (In English)

Dear Sir or Madam:

This questionnaire is an academic research questionnaire about the consumption value to the purchase of music products. Its main purpose is to “apply product types to investigate the consumption value factors toward music consumption from the customer, and which relations to the customer satisfaction and repurchase intention, thus hoping to understand the values that customer focused of, as a suggestion and strategy to the correlated business in the industry.” Wish to accomplish the values and contributions of this research by your knowledge and experiences to music products.

This questionnaire is collected anonymously for academic research use only, please feel safe to fill it. We really appreciated your help, thank you so much!

Best Regards

IMBA, National University of Kaohsiung Advisor: Dr. Chien-Hsing Wu Dr. Yu-Hui Tao Student: Yu-Min Lin E-Mail: yuminhlin@gmail.com ---

Part One:

A. Personal Information 1. Gender:  Male  Female

2. Age:  below 25  26~45  over 46

3. Personal monthly average disposable income:

 below 5,000  5001 – 10,000 10,001 – 15000

 15,001 – 20,000  20,001 or above

Part Two:

Have you consumed (printed/online) music within the past one year?

 Yes  No B. Purchase Behavior

4. How long have you been consuming (printed/ online) music?

 less than 5 years  5 – 10 years  over 10 years

5. How often did you purchase (printed/ online) music last year?

 1 – 5 times  6 – 10 times  11 – 15 times  15 times or more

6. How much money did you spend on (printed/online) music approximately each time (TWD)?

 below 150  151 to 300  301 to 450  more than 451 C. Music Preference

7. Which kinds of language of (printed/online) music do you purchase most often?

Mark the first two.

 Mandarin  Taiwanese  English

 Japanese  Korean  Others

8. Which kinds of genre of (printed/online) music do you purchase most often?

Mark the first three.

1. The following question is trying to understand your idea about the “Functional Value”

of (printed/online) music consumption. The degree of agreement are divided into 7 level, level 1 means totally not agree, 4 means moderate, 7 means totally agree. Please mark the proper answer with your own knowledge and experience.

1 2 3 4 5 6 7

1 I perceive (printed/ online) music is worth the

price.       

2 I perceive the price of (printed/ online) music is

reasonable.       

3 I perceive the price of (printed/ online) music is

affordable.       

I perceive the content and the quality of (printed/

online) music (cover, lyric) are quite good and abundant.

      

I perceive the bonus and the quality of (printed/

online) music (tracks, video, and gifts) is quite good and abundant.

      

6 I perceive the sound quality of (printed/online)

music is really great.       

7 I perceive (printed/ online) music are enjoyable.        8 I perceive (printed/ online) music are shareable.        9 I perceive (printed/ online) music are collectable.        10 I perceive (printed/ online) music is quite easy

and convenient to purchase.       

11 I perceive (printed/ online) music products are

always available in store.       

12 I perceive (printed/ online) music is quite easy       

88 and convenient to play with my devices or players.

13 I perceive (printed/ online) music is quite easy

and convenient to manage and to collect.        2. The following question is trying to understand your idea about the “Social Value” of (printed/online) music consumption. The degree of agreement are divided into 7 level, level 1 means totally not agree, 4 means moderate, 7 means totally agree. Please mark the proper answer with your own knowledge and experience.

1 2 3 4 5 6 7

1 I perceive myself belong to a higher social class

by paying for (printed/ online) music.        2 I perceive myself belong to a certain symbolic

value group by paying for (printed/ online) music.        3 I perceive myself of a certain image by paying for

(printed/ online) music.       

4 I perceive myself pertain to the right social norms

by paying for (printed/ online) music.        3. The following question is trying to understand your idea about the “Emotional Value”

1 2 3 4 5 6 7

1 I perceive collecting the (printed/ online) music I

like can express my style.       

2 I perceive owning and collecting the (printed/

online) music I like can express my taste.        3

I perceive owning and collecting the music (printed/ online) I like can express my individuality.

      

4 I can perceive a stronger connection to the artist I

like by collecting their works.        5 I can perceive a stronger connection to the song I

like by collecting it.       

I can perceive mutual emotion exchange with music and/or artist I like by collecting the (printed/ online) music I like.

       4. The following question is trying to understand your idea about the “Epistemic Value”

1 2 3 4 5 6 7

1 I perceive learning more knowledge about music

by consuming (printed/ online) music.        2 I perceive novelty by consuming (printed/ online)

music.       

3 I perceive satisfying curiosity by consuming

(printed/ online) music.       

5. The following question is trying to understand your idea about the “Conditional Value”

1 2 3 4 5 6 7

1 I perceive that sometimes I need (printed/ online)

music in order to do some tasks or jobs.        2 I perceive that sometimes I need (printed/ online)       

89 music at some holidays and festivities.

3 I perceive that sometimes I need (printed/ online)

music to play in some special events.        4 I perceive that sometimes I need (printed/ online)

music in order to participate in artist’s activities.        6. The following question is trying to understand your idea about the “Satisfaction” of (printed/online) music consumption. The degree of agreement are divided into 7 level, level 1 means totally not agree, 4 means moderate, 7 means totally agree. Please mark the proper answer with your own knowledge and experience.

1 2 3 4 5 6 7

1 I am satisfied with consuming (printed/ online)

music.       

2 I am satisfied with collecting (printed/ online)

music.       

3 I am satisfied with the values of (printed/ online)

music.       

4 Overall, it is worthwhile to consume (printed/

online) music.       

7. The following question is trying to understand your idea about the “Repurchase Intention” of (printed/online) music consumption. The degree of agreement are divided into 7 level, level 1 means totally not agree, 4 means moderate, 7 means totally agree.

Please mark the proper answer with your own knowledge and experience.

1 2 3 4 5 6 7

1 I am willing to consume (printed/ online) music in

the future.       

2 I have no reason to stop consuming (printed/

online) music.       

3 I will continue to consume (printed/ online) music

when I need or I want.       

4 Overall, I am willing to consume (printed/ online)

music again.       

Do you have any comment or suggestion about this research and questionnaire?

This is the end of this questionnaire, Thanks for your cooperation again!

在文檔中音樂產品再購意願之影響因素：以產品型態做比較 (頁 85-96)