| Summary: | 碩士 === 中興大學 === 科技管理研究所 === 95 === Internet piracy and the ubiquity of unlicensed music have caused enormous problems for the recording industry as it evolves into the digital age (IFPI 2007). With the p2p system technology advance, each user can both receive files from others, and can give files to others, without the intermediation of a central server (Alexander 2002). More importantly, these systems facilitate the exchange of a wide variety of file types or formats, so that users can exchange any type of digitized products. Thereby, during this period, the music industry fell dramatically. To raise online legitimate music users’ loyalty, the research need to study some causes that make online music users use or don’t use legitimate music.
In the past studies, many researchers only study on the relations between prices and using legitimate music desire. This study investigates the importance of antecedents of online loyalty such as trust, quality of the Web site, quality of the service and overall satisfaction that could increase the perceived value of music users and further raise their loyalty of online legitimate music.
Since shared music online and download music freely has become a serious problem for the music industry. This study examines the dimensions of online legitimate music user values (utilitarian and hedonic values) and user costs (finance and convenience costs). Furthermore, we divide the music users into two types: male and female.
The results indicate that user values (utilitarian and hedonic values) and user costs (finance and convenience costs) all have significantly impacts on the loyalty of online legitimate music customers. Gender, however, only has a significantly impact on users’ cost.
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