數位音樂購買意願及願意支付價格之研究

The Study for Purchase Intentions and Willingness-to-pay of Digital Music

本研究以知覺價值模式為基礎來探討數位音樂購買意願與願意支付價格，並討論著作權知識對二者的影響。由於數位音樂大多是由網路下載，因此採用網路問卷調查的方式，在各大專院校的BBS中音樂討論區以及線上音樂商店留言版上張貼，共收回有效問卷500份。在利用結構方程模式（structural equation modeling, SEM）來驗證研究模型的結果中發現，知覺價值模式中僅有知覺犧牲的假設未成立，其餘知覺價值模式的假設皆成立，並且購買意願對於願意支付價格有顯著的正向影響關係。而在著作權知識方面，著作權知識與購買意願並無顯著關係。進一步分析時，發現消費者普遍願意購買線上音樂，卻認為付費P2P（peer to peer）下載是合法的。因此，線上音樂商店應該提供更多的附加服務，以提升知覺價值，進而增加購買意願，並且加強著作權知識的宣導。然而本研究亦顯示消費者對於一首歌的平均接受價格為13.07元，遠低於目前線上音樂商店的定價30～35元，可知線上音樂商店單首歌曲的定價過於昂貴，很難吸引消費者願意使用合法的數位音樂，應予以調整。

This study adopted perceived value model to investigate the relationship between the consumers’ purchase intentions and the price they would like to pay for digital music. The relationship between the copyright knowledge and the purchase intentions for digital music was investigated as well. The study results can be extended to estimate how many consumers would like to pay for a song. Since digital music is mostly got from network, the network questionnaire method was applied. The questionnaires were posted in the music discussion area of Bulletin Board System (BBS) and the message board of on-line music shop. With 500 effective retrieved questionnaires, the method of SEM was then employed to confirm the fitness of the research model and the cause-effect relationships among the variables. The results indicated that among the assumptions of perceived value model, only the assumption of perceived sacrifice is not appropriate for perceived value model. There are obviously positive linear relations between purchase intentions and willingness-to-pay. In copyright knowledge, there are no apparent linear relations between copyright knowledge and purchase intentions. Therefore, the on-line music shops should provide more additional services to raise perceived value and increase purchasing intentions. They should also enhance the propagandizing on copyright law. In addition, the result suggested that the reasonable price for a song is 13.07 NT, i.e., the current price of 30 to 35 NT for a song is too high and should be adjusted.