| Summary: | 碩士 === 元智大學 === 資訊傳播學系 === 101 === In the recent years, the independent music has become a striking trend in the music field. Under this trend, independent music social networks are the cradle for this type of music. What kinds of participation motivation can make users to join the social network sites? Are they all like to share their own music works? Or they just want to support specific independent singers which they are interested. What is the experience in using these sites? Can they improve the site loyalty of users? These issues have motivated this study. Using users with independent music social network experience as an example, this study explores the factors users consider while using independent music social networks, and examines how their participation motivation and virtual experience can predict their customer loyalty with relationship quality mediating in between.
A purposive sampling in non-probability sampling was used, and the questionnaires which were created after literature review was done were posted online. SPSS 18.0 and AMOS 18 were used to conduct quantitative statistical analysis, analyze the reliability and validity, and construct the predictive model which exerted the mediator effects of relationship quality on the influences of participation motivation and virtual experience on the customer loyalty of independent music social network users.
A total of 1,084 effective questionnaires were returned. The results showed that participation motivation consisted of function and social constructs. Virtual experiences consisted of entertainment, educational, aesthetic, and escapist constructs. Relationship quality consisted of satisfaction and trust constructs. Customer loyalty consisted of three constructs, namely primary behavior, intent to repurchase, and secondary behavior. The study found that both participation motivation and virtual experiences were the important factors to influence relationship quality and customer loyalty. Relationship quality and customer loyalty had significant influences on the users’ virtual experiences. However, participation motivation could not predict relationship quality, when virtual experiences were taken into account together with participation motivation. Participation motivation predicted customer loyalty, especially on secondary behavior. Entertainment, aesthetic, and escapist were identified as three critical factors of virtual experiences. They affected all loyalty factors through the satisfaction and trust of relationship quality. Educational construct predicted primary behavior and intent to repurchase through trust.
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