作者未提供

• Main Authors: Meng-Hao Chou, 周盟浩
• Other Authors: 作者未提供
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/64661058581957034254

碩士 === 銘傳大學 === 傳播管理研究所碩士班 === 93 === Digital music has already become the mainstream music which people listen to in recent years. The music industries have perceived that they have been influenced by digital music through decreasing sales volume. Thus they began to take a legal process against the illegal digital music. On the other hand, music industries of Taiwan began to cooperate with on-line music shop in 2004 and made the legal digital music go to the market. But the selling price of one single song in the on-line shop of Taiwan is about 30-35 NT. dollars and is much more expensive than compact disc (CD). So it is very difficult to attract consumers to buy the legal digital music. In order to know how much consumers would like to pay for the legal, authorized digital music, this study investigated the relationship between the consumers’ purchase intentions and the price they would like to pay for it by perceived value model. We also investigated the relationship among the copyright knowledge, the purchase intentions, and willingness-to-pay; and further, we estimated the quality of music by appreciate index, and find out the relationship between it and willingness-to-pay. So that we can set the optimal price strategy. We selected network questionnaire because digital music is mostly got from network. We posted questionnaires on discussion area for music of Bulletin Board System (BBS) and the message board of on-line music shop. We also posted network questionnaires in every grads of Ming Chueng University. There were 396 effective questionnaires we regained. Then, the method of linear structural relations (LISREL) was employed to confirm the fitness of the research model and the cause-effect relationships among the variables. The results suggested that in perceived value model, the assumptions of perceived value model are verified except the assumption that perceived sacrifice. There is obviously positive linear relations between purchase intentions and willingness-to-pay. In copyright knowledge, there is not apparent linear relations between copyright knowledge and purchase intentions, but there is apparent negative linear relations between copyright knowledge and willingness-to-pay. In appreciate index and willingness-to-pay, appreciate index is indeedly apparent positive correlated with willingness-to-pay. People who buy the album showed higher appreciate index and willingness-to-pay than people who don’t buy album. And people have higher appreciate index and willingness-to-pay on creating type and competent type singers than on idolizing type signers. The result also suggested that the average willingness-to-pay for a song is 12.56 NT. dollars. People would pay 15.13 NT. dollars for a song on competent type singers, 14.21 NT. dollars on creating type singer, and 12.19 NT. dollars on idolizing type singer. So, the price in the on-line music shop is too high and should be adjusted. Besides, the price could be classified according to different type of singer. There are five suggestions to the music industry: 1. the on-line music shops should offer more additional services, 2. it should be put emphasis on propagandizing knowledge of copyright law, 3. it should be paid attention not only on the singer''s exposing, but also on the quality of the music, 4. the price of single song too high and should be adjusted to a reasonable price, 5.the price of a song can be classified according to different type of singer.