| Summary: | 碩士 === 國立交通大學 === 管理科學系所 === 97 === Because the popularization of the internet network ,the serious recession of sales of Taiwan’s compact disk ,the prevalence of iPod and MP3 Player ,and the mature technology on protected mechanisms of Music copyright ,records company reduce the concerns of music copyright be infringed .These reasons made records company change their attitude ,and be willing to authorize to reliable online music industry . online music products has already become the mainstream music which people listen to in recent year .The study investigates the consumer behavior of online music products and divides the whole online music market properly into several segment by variables of lifestyle .The characteristics and behaviors of the consumers in each segments are analyzed and described that may help companies taking different marketing strategy for target market.
This study takes questionnaire to collect data .The EBM model is used as a conceptual framework ,and the AIO lifestyle variables are used as a basis for market segmentation .And describe the characteristics and behavior of consumers by purchase motive variable ,sources of information ,product properties and consumption reality variables. All data analyzed with following methods :factor analysis ,cluster analysis ,ANOVA analysis and Chi-square test.
The results show :consumers of online music products could be effectively segmented by lifestyle variables .Among the three segments ,demographic variables, purchase motive variable ,sources of information ,product properties and consumption reality variables are significant predictions of product choice. Finally, based on the present investigation ,marketing strategy is proposed for the three segmented market.
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