線上卡拉OK消費者再惠顧意願之研究─以Kara24H為例

Abstract

目前國內數位影音的市場主要以數位音樂的下載為主，另方面線上卡拉OK亦為極具有發展潛力之產業。本研究以線上卡拉OK為主題，探討線上卡拉OK消費者行為的影響。 本研究以Kara24H線上卡拉OK產品為研究對象，整理相關文獻進行分析，探討消費者在使用線上卡拉OK產品時的態度、系統環境與產品涉入、再購買意願之關係。 研究結果指出，在態度變項、系統環境變項與消費者再惠顧意願之間，產品涉入扮演着中介變項的角色。態度變項、系統環境變項均與產品涉入呈現正相關。態度變項、系統環境變項亦與消費者再惠顧意願呈現相關。因此，消費者對於線上卡拉OK的使用，消費者的態度以及系統是否易於使用對於與消費者的涉入的狀態有影響。相對的，消費者態度與系統環境變項也會影響消費者未來再光臨線上卡拉OK的意願。

In Taiwan, on-line music is popular, especially using music download software to share with others. But on-line Kara OK is a new market that only a few companies to do this business. Consumer behavior in on-line Kara OK is a new topic which needs to investigate and understand. This study focuses on on-line Kara 24H system and tries to find the relationship among consumers’ attitude, system environment, product involvement and intention to return. We investigate related research, propose some hypotheses, verify these hypotheses, and draw conclusion. The results show that consumers’ attitude and system environment direct impact on product involvement and intention to return. Product involvement direct impacts on intention to return. Hence, consumer’s attitude and ease-of-use system environment are the key to influence product involvement and intention to return.