| Summary: | 碩士 === 銘傳大學 === 傳播管理研究所碩士班 === 94 === Online music has already become the mainstream music in recent years. In USA and Europe online music is going to a new age. But there is a different condition in Taiwan. Leaking the constraint of law, the consumers of Taiwan like to use P2P（peer-to-peer） and download the free music on websites. Legal online music stores can’t attract people and the benefit will be less and less in the future. Beside the law problems, overprice is also the major factor that make the consumers won’t buy music. How to adjust the high price is a big and important question. Only to supply the reasonable price to consumers, the music market will have an opportunity to become better.
This study investigated the relationship between the consumer’s purchase intentions and the price they would like to pay for it by perceived value model and to know how much consumers would like to pay for a song. And use Structural Equation Modeling（SEM）to confirm the research model. The network questionnaire method was applied because online music is mostly got from network. We posted questionnaires on discussion area for music of Bulletin Board System（BBS）and the message board of online music shop. There were 340 effective questionnaires we regained. Then used nonlinear demand function to estimate the quantity of online music bought by consumers and collected the selling data of the music products to analyze their product life cycle. Finally, to define the most reasonable price of online music based on pursuing the maximum profit to the provider.
The results suggested that in perceived value model, perceived quality and perceived sacrifice don’t affect the perceived value of online music. A single online music sold for 15, 10, 5 dollars by the length of the playing time, the provider would make the max profit. The result of this research is far lower than the legal authorized online music price（25-35 dollars）. It proves a reasonable price not only force consumers back to the legal channel to buy online music but also provide better profit. It is a both profitable market for consumers and providers.
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