| Summary: | 碩士 === 國立屏東科技大學 === 資訊管理系所 === 103 === In 2003, US Apple released the first legal online digital music platform iTunes, and online digital music platform has become a new music channel, bringing hope for sluggish music record industry; online digital music industry continues growth with time and global online digital music revenue increased by 6.9% in 2014, meanwhile, it was the first time that it has the same earnings ratio with that of physical record. Currently, online digital music industry has been mature and how to stand out, further stay ahead in the highly competitive online music platform environment, and understand factors affecting of users has become the most important issue.
In this study, we referred to all related literatures and included satisfaction factors into perceived value modes as a research framework to explore any correlation between perception sacrifice, perception quality, perception value, satisfaction and consumers selectivity of online digital music platform. In this study, iTunes, KKBOX, YouTube users were served as the subject in this study. Since online digital music platform is mainly used through the Internet, so we adopted Internet questionnaire survey, where a total of 297 valid questionnaires were collected. The survey results used SPSS software and SmartPLS software for relevant statistical analysis, and its statistical analysis result showed that:
(1) A user's "perception sacrifice" has significant impact on his "perception value”, which is partially established.
(2) A user's "perception quality" has significant impact on his "perception value", which is fully established.
(3) A user’s "perception value" has significant impact on his “satisfaction”, which is fully established.
(4) A user's "perception sacrifice" has significant impact on "selectivity", which is partially established.
(5) A user's "perception quality" has significant impact on "selectivity", which is partially established.
(6) A user's "perception value" has significant impact on "Selectivity", which is partially established.
(7) A user’s "satisfaction" has significant impact on "Selectivity", which is partially established.
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