品牌知名度對於KKBOX使用意向之影響─以台北市消費者為例

Abstract

近年來因網路快速發展，線上音樂服務迅速地成為大多數人收聽音樂的播放來源，國內使用最多的音樂串流服務KKBOX、剛進入國內市場的Spotify、蘋果公司的iTunes，或是微軟的Xbox Music等線上音樂服務的出現，都證明了線上音樂服務是未來收聽音樂的主流方式，也是音樂市場最新的戰場。本研究藉由問卷調查，以KKBOX之消費者為對象，共計發放416份問卷，有效回收400份，有效回收率為96%。運用敘述性統計、相關分析、ANOVA、 信效度分析及迴歸分析等統計方法。

研究結果如下：(1)「品牌知名度」對於「使用意向」有顯著的相關，(2)「使用意向」和「再使用意願」有顯著的相關，(3)「產品屬性」對於「使用意向」無顯著的

影響，並提供建議供業者參考。

With the booming of internet, online music services is becoming an major way to play music.KKBOX, Spotify, iTunes and Xbox Music are the popular online music services in Taiwan. The emergence of these online music services reveals that the music market will be lead to the new era. This study is based on the survey derived from 400 KKBOX consumers, with a total of 416 questionnaires. The effective recovery rate is 96 %. Descriptive statistic, correlation analysis, reliability analysis, validity analysis, regression analysis, and other statistical methods are used.

The study results as follows: (1) "Brand awareness" for” intention to use “have significant correlation. (2) "Intention to use" and "willingness to re-use" have significant correlation. (3) "Product Attributes" for "intent to use" have no significant impact. And to provide recommendations for the industry reference.