| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 94 === According to the IFPI Digital Music Report in 2005, Digital sales rose exponentially, with the total number of tracks downloaded in 2004 (including album tracks) up more than tenfold on 2003, to over 200 million in the four major digital music markets (US, UK, France, Germany). The trend has being continued in 2005, with digital sales in the US in the first two months more than double that of the same period in 2004. However, the picture globally is very mixed, with online and physical piracy continuing to depress sales in major markets, particularly in Continental Europe and parts of Asia. Can Customers in Taiwan accept on-line digital music?
This study extends the TAM and the key factors - perceived attributes of innvoations and social influence - into the model. This study also divides the digital music users into “actual users” and “potential adopters” based on the concept of “Cross the Chasm” which mentioned by Moore(1999),and then explores both difference in behavioral model. There are 409 available samples userd which respond the questionnairs in yahoo/kimo,yam and Pchome web. The path analysis is used to analyze the data, and some important findings as followings:
1. The variables: “perceived ease of use”, “perceived usefulness”, “compatibility”, “meaningful less”, “attitude” and “intention” have significant difference for both actual users and potential adoptors.
2. There are also significant difference for the factors influencing the adoption of on-line digital music in both actual users and potential adoptors:
(1) For actual users, “Perceived Usefulness” has more direct influence on “Attitude” and more indirect influence on “Intention”. For potential adopters, “Compatibility” has more direct influence on “Attitude” and more indirect influence on “Intention”.
(2) For actual users and potential adopters, “Perceived Ease of Use” has positive influence on “Attitude” and “Perceived Usefulness”.
(3) For actual users and potential adopters, “Meaningful Less” has positive influence on “Intention”.For potential adopters “Meaningful Less” has positive influence on “Attitude”,but for actual users no direct influence on “Attitude”.
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