data in music preference and gender, this study published the online research questionnaire on board “WesternMuisc”, “J-PopStation”; boy groups “Mayday”,
“EXO”, and “INFINITE”; girl group “APINK”, “T-ara”, and “SNSD”, which are some popular boards that would gather many music fans on Ptt BBS site. The online questionnaire was officially released on Jan. 23, 2014 for a month.
3.3 Measure
After a review of the related literature and previous study, the operation definition of variables (e.g., functional value) and their sub-variables (e.g., price) were shown in Table 3.1. For example, the function value was defined to be that subjects perceive a positive attitude to the price, quality, attribute, and utility of music products.
(Sheth et al., 1991a, 1991b; Chen, 2006; Pan, 2009). The sub-variable of price was defined to be those subjects perceive a positive attitude to the price of music (single, EP, album, etc.). (Sheth et al., 1991a, 1991b; Chen, 2006; Pan, 2009). The measure items were also developed for the study to collect data. For example, one of the measure item (FV1) for the sub-variable, price is I perceive (printed/ online) music are worth the price.
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Table 3.1: Operation Definition
Factors Sub-factor concepts Items
Functional Value – a positive attitude to the price of music (single, EP, album, etc.).
FV1: I perceive that (printed/ online) music are worth the price.
FV2: I perceive that the price of (printed/
online) music is reasonable.
FV3: I perceive that the price of (printed/
online) music is affordable.
Quality – Subjects perceive a positive attitude to the quality of music (content, bonus, sound, etc.).
FV4: I perceive that the content and the quality of (printed/ online) music (cover, lyric) are quite good and abundant.
FV5: I perceive that the bonus and the quality of (printed/ online) music (tracks, video, and gifts) are quite good and abundant.
FV6: I perceive that the sound quality of the music is really great.
Need – Subjects perceive a positive attitude to their needs of music (enjoyable, shareable, collectable, etc.).
FV7: I perceive that (printed/ online) music are enjoyable.
FV8: I perceive that (printed/ online) music are shareable.
FV9: I perceive that (printed/ online) music are collectable.
FV10: I perceive that (printed/ online) music is quite easy and convenient to consume.
FV11: I perceive that (printed/ online) music are always available in store.
FV12: I perceive that (printed/ online) music is quite easy and convenient to play with my devices or players.
FV13: I perceive that (printed/ online) music is quite easy and convenient to manage and to collect.
SV1: I perceive myself belonging to a higher social class by paying for (printed/ online) music.
SV2: I perceive myself belonging to a certain symbolic value group by paying for (printed/ online) music.
SV3: I perceive myself of a certain image by paying for (printed/
online) music.
SV4: I perceive myself pertain to the right social norms by paying for (printed/ online) music.
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EmV1: I perceive collecting the (printed/
online) music I like can express my style.
EmV2: I perceive collecting the (printed/
online) music I like can express my taste.
EmV3: I perceive collecting the music (printed/ online) I like can express my individuality.
EmV4: I can perceive a stronger connection to the artist I like by collecting their works.
EmV5: I can perceive a stronger connection to the song I like by collecting it.
EmV6: I can perceive mutual emotion exchange with music and/or artist I like by collecting the (printed/
online) music I like.
EpV1: I perceive learning more knowledge about music by
consuming (printed/ online) music.
EpV2: I perceive novelty by consuming (printed/ online) music.
EpV3: I perceive satisfying curiosity by consuming (printed/ online) music.
CV1: I perceive that sometimes I need (printed/ online) music in order to do some tasks or jobs.
CV2: I perceive that sometimes I need (printed/ online) music at some holidays and festivities.
CV3: I perceive that sometimes I need (printed/ online) music to play in some special events.
CV4: I perceive that sometimes I need (printed/ online) music in order to participate in artist’s activities.
SA1: I am satisfied with consuming (printed/ online) music.
SA2: I am satisfied with collecting (printed/ online) music.
SA3: I am satisfied with the values of (printed/ online) music.
SA4: Overall, it is worthwhile to consume (printed/ online) music.
36 Repurchase
Intention
Subjects perceive that they are willing to purchase music products again in the future. (Oliver, 1977,1980)
RI1: I am willing to consume (printed/
online) music in the future.
RI2: I have no reason to stop consuming (printed/ online) music.
RI3: I will continue to consume (printed/
online) music when I need or I want.
RI4: Overall, I am willing to consume (printed/ online) music again.
In order to compare the different consumption values of those two types of music products, collecting the research data separately would be more relevant and more specific to understand consumers’ mind of their consumer behavior of music. The first part of the questionnaire asked the personal information of subjects, which are gender, age, and disposable income. And the next question asks of did the subject consume printed music within the last one year, if one did, items about consumption behavior and music preference will be asked to the subject, then will be the questions listed in the previous table to measure the consumption value of printed music; while, if not, or who finished the first part, the subject will be asked did they consume online music within the last one year. If who did, the same questions will be ask again to measure the consumption value of online music, and if not, or who finished, ends of this questionnaire. This design of the questionnaire might be seems as somewhat redundant or duplicate for those who consume both type of music, however, again, this method could collect the data more specific to subjects’ thoughts about their music consumption of the two forms of music products.