| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 94 === The arrival of digital times, the popularization of the internet network, and combine with the development in key technology, such as MP3 form and P2P transmission means, etc., makes it simple and convenient to download MP3 in the network. That becomes one of the important management subjects now. To this new developing behavior phenomenon, understand what factors influence the network clan’s behavioral intention to download MP3? Among relevant research in the past, by morals decision way or behavior intention for the theoretical foundation way mostly. The research way, although can explain the behavior of download of music, the demand factor of the persons who may neglect the download of music partly.
This research is with the consumption value theory in the marketing theory, as the theoretical foundation of studying, come to find out about the behavior of download of music by way of brand-new explanation. This research shows, the behavior of download of music of network can be considered as a kind of consumption and chosen the behavior, consumers, to the partiality of the products or the thorough fare, the value received is influenced after consuming by it. This research is drafted by this view, understand network clan choose at the down-load music, why it will be factors cared in the heart? And what mutual relations are there between these factors?
Study and carry on the investigation with written questionnaire and network questionnaire and utilize LISREL whole way right examination, prove that the potential causality that becomes between one is by measuring all hypothesises of studying, and probe into consumption value and construct the possible mutual relation between the surfaces. The result of study find that constructs the surface and will really exert an influence on the will of download of music of the network clan in some consumption value. In addition, this research is found, in the topic of download of music, the apparent mutual relation between value, economic worth is that the important intermediary of other consumption value changes one. The main result of study is as follows:
1. In the influence of the intention of download of music, economic worth is an important intermediary factor.
2. Quality value will influence the intention of downloading through the economic worth intermediary.
3. It is influenced that social value is not apparent the intention of download of music.
Consumer at the down-load music, economic worth , mood value , is it will influence consumers' intention of download of music directly to have a taste of a delicacy value ,etc. three kinds of consumption value from network.
Key words: Internet downloads behaviors, Consumption value , P2P , Music pirate.
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