線上音樂商店消費者行為與市場區隔之研究─以台北地區消費者為例

Abstract

由於網際網路的普及，加上台灣實體正版唱片銷售量嚴重衰退、 iPod、MP3 Player風潮的興起，以及音樂版權保護機制與技術日漸成熟，免除了唱片公司對於音樂版權受侵權的疑慮；這些都使得唱片公司改變態度，願意授權給信任的線上音樂業者，使線上音樂商品成長與發展性日益被看好。本研究擬針對線上音樂商品之消費者行為加以研究，並採用生活型態相關變數，作為市場區隔化的基礎；針對各族群中之消費者特徵與消費行為加以描述及評析，以利針對不同區隔市場進行目標行銷。 本研究採用問卷調查法來收集資料，以EBM模式之消費者購買決策過程作為本研究之架構，以AIO生活型態變數作為市場區隔之基礎，並描述其人口統計變數之特徵;藉由線上音樂商品之產品屬性、購買動機、資訊來源及消費實態等變數，對消費行為加之描述。本研究採因素分析、集群分析、ANOVA分析、卡方檢定等統計方法，對樣本資料進行分析。 研究結果顯示，線上音樂商品之消費者可以透過生活型態變數有效區隔市場。各區隔市場之線上音樂商品消費者，在人口統計變數、資訊來源、購買動機、產品屬性評估準則與消費實態變數上皆有顯著差異。最後根據此研究結果，針對三個區隔市場分別提出行銷建議，以供線上音樂業者選擇目標市場及制定行銷策略時之參考。

關鍵字：線上音樂商品、消費者行為、生活型態、市場區隔。

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.