The Study of Digital Music Platform Service on Customer Satisfaction and Purchase Intention—The Case of Using KKBOX and Spotify
| Autor: | Szu-Ying Liu, 劉思盈 |
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| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 Music, the universal language, has penetrated deeply into human lives. Nowadays, with the popularity and prosperous advances of the Internet, it is much more convenient for people to consume music from the traditional record stores to online digital music services. The emergence of these online music services reveals that the music industry is changing greatly and the music market will lead to the new age. This study is based on the survey derived from the consumers of KKBOX and Spotify, and combines the past researches and findings of two streaming music platforms with a total of 480 valid samples. The study aims to estimate the digital music platform service on the customer satisfaction and purchase intention. Survey questionnaire is analyzed by Descriptive Statistics analysis, reliability analysis, validity analysis, variance analysis and regression analysis to acquire the study results as follows: 1. Regardless of genders, jobs and monthly wages, there is no significant difference in customers’ choice of the digital music platforms between KKBOX and Spotify except for ages. 2. Compared with users of KKBOX, those of Spotify favor the fields of “Service Convenience”, “Product Function” “Service Quality”, ”Consumer Satisfaction” and “Purchase Intention”. 3. “Digital Service Convenience”, “Product Function” and “Service Quality”have a positive impact on “Consumer Satisfaction”. 4. “Consumer Satisfaction” has a positive impact on “Purchase Intention”. Keywords: Digital Music Platform, Service Convenience, Consumer Satisfaction, Purchase Intention, KKBOX, Spotify |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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