博碩士論文 103423009 詳細資訊




以作者查詢圖書館館藏 以作者查詢臺灣博碩士 以作者查詢全國書目 勘誤回報 、線上人數:65 、訪客IP:18.226.82.144
姓名 伍益廷(I-Ting Wu)  查詢紙本館藏   畢業系所 資訊管理學系
論文名稱 探討免費心態、產品涉入與付費態度對消費者付費意圖之影響—以線上串流音樂為例
相關論文
★ 半導體二手設備之行銷策略-以應用材料公司為例★ 從創新擴散角度探討新科技技術行銷策略之影響 —以全球資訊大廠推廣Web Services為例
★ 企業多角化經營策略之研究 ─以某機構拓展資訊應用服務市場為例★ 汽車產業網站行銷之應用與效益探討研究-以N品牌為例
★ 系統整合業轉型策略之探討--以A公司為例★ 顧客關係管理系統導入之研究-以A、B公司為例
★ 策略聯盟個案分析 - 以台灣光碟機廠商為例★ 資訊教育訓練機構的轉型策略 —以某資訊教育機構為例
★ 組織文化及組織承諾對組織變革影響之研究- 以外商銀行與本國銀行資訊部門為例★ 高階資訊教育市場行銷策略與會員制度之研究-資訊教育產業為例
★ 探討平衡計分卡在售前技術支援部門績效管理的運用 - 以外商資訊科技公司為例★ 軟體行銷策略與競爭優勢分析-以全球二家資訊大廠為例
★ 綠色供應鏈管理研究-以A公司為例★ 企業專案管理系統 - 提升專案即時資訊透通性及其效益分析
★ 金融軟體專案管理導入國際專案管理師(PMP)專案管理機制之效益分析★ 企業轉型與其資源基礎之關係研究及轉型策略之發展-以M公司為例
檔案 [Endnote RIS 格式]    [Bibtex 格式]    [相關文章]   [文章引用]   [完整記錄]   [館藏目錄]   [檢視]  [下載]
  1. 本電子論文使用權限為同意立即開放。
  2. 已達開放權限電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。
  3. 請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。

摘要(中) 網際網路的普及,使得愈來愈多使用者能夠透過網路,取得各種免費資源,這種趨勢使消費者產生一種現象,認為網路上的資訊內容都應該是免費的,不須付費即可取得,或是能夠找到類似的免費替代方案,這種現象稱之為「免費心態」。免費心態屬於消費者的個人信念,不容易受到外界改變,且會影響消費者後續的行為意圖,因此對於網路相關的產業而言,如何降低免費心態的影響力,是相當重要的議題。
本研究以線上串流音樂為研究情境,探討免費心態,對於消費者的付費態度與付費意圖之影響。透過閱讀相關文獻,瞭解涉入理論是研究消費者意圖的重要因素,消費者的涉入程度會影響其思考模式,進而影響最終的行為,本研究於模型中加入產品涉入變數,探討產品涉入在免費心態與付費態度之間的調節效果,以及產品涉入對付費意圖之影響。
本研究透過網路問卷的方式,於PTT與Facebook平台取得386份有效樣本。研究結果顯示「免費心態」對消費者的「付費態度」有負面影響,而「付費態度」進而對「付費意圖」產生正面影響。當消費者免費心態愈強烈,對於付費使用線上串流音樂就愈排斥。消費者的「產品涉入」程度對其「付費意圖」有正面影響;而「產品涉入」對於免費心態與付費態度之間並沒有調節效果。
最後提出本研究的實務建議,企業在設計線上服務或產品的商業模式時,可以採用免費-付費混合的策略,以利觸及更多的潛在消費者;其次需要瞭解自身的產品或服務的類型,找到可以提高消費者產品涉入程度的屬性,加以利用,使消費者的付費意圖提高。
摘要(英) In recent years, people can get many types of resource for free from the Internet. This trend gradually formed a new belief in people’s mind called “free mentality”. Free mentality is a strong belief that people believe everything online should be free. This belief is long-term, can’t be easily changed and it also affects people’s behavior. This concept has a bad influence for digital content industry. Therefore, how to reduce the influence of the free mentality is an important issue.
This study is conducted under the scenario of online stream music and trying to verify the effects of free mentality to consumer’s attitude toward paying and intention to pay. Based on the literature review, the involvement theory is an important theory reasonably explains how consumers making a consumption decision. This study adds the product involvement into the model, discuss the moderating effect of the product involvement and consumer’s intention to pay is affected by product involvement or not.
The data is collected from 386 respondents through online questionnaires. The results show that free mentality has positive effect on consumer‘s attitude toward paying, then this attitude influence consumer‘s intention to pay positively. Product involvement has positive effect on consumer‘s intention to pay. However, there are no moderating effects on the relationship between free mentality and attitude toward paying.
In conclusion, this study suggests enterprises can provide the services or products with “fermium” business model. This business model will enable enterprises to reach more potential customers. Moreover, enterprises should increase customer’s product involvement level by using their product attributes, and consumer‘s will increase their intention to pay.
關鍵字(中) ★ 免費心態
★ 產品涉入
★ 線上串流音樂
★ 付費態度
★ 付費意圖
關鍵字(英)
論文目次 摘要 i
Abstract ii
目錄 iii
圖目錄 iv
表目錄 v
第一章 緒論 1
1-1 研究背景與動機 1
1-2 研究目的 4
1-3 研究流程 5
第二章 文獻探討 7
2-1 計畫行為理論 7
2-2 免費心態 12
2-3 涉入理論 15
2-4 推敲可能模型 20
第三章 研究方法 22
3-1 研究架構 22
3-2 研究假說 22
3-3 變數定義與衡量 26
3-4 研究設計 30
第四章 資料分析與結果 33
4-1 前測分析 33
4-2 樣本結構分析 37
4-3 信效度分析 46
4-4 結構方程模型分析與假說檢定 51
4-5 延伸探討 53
第五章 結論與建議 55
5-1 研究結論 55
5-2 管理意涵 57
5-3 研究限制 60
5-4 研究建議 61
參考文獻 62
附錄一:前測問卷 69
附錄二:正式問卷 74
參考文獻 一、 英文文獻
[1] Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
[2] Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour.
[3] Andrews, J. C., Durvasula, S., & Akhter, S. H. (1990). A framework for conceptualizing and measuring the involvement construct in advertising research. Journal of advertising, 19(4), 27-40.
[4] Belk, R. W. (1982). Effects of Gift-Giving Involvement On Gift Selection Strategies. Advances in consumer research, 9(1).
[5] Bian, X., & Moutinho, L. (2011). The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits: Direct and indirect effects. European Journal of Marketing, 45(1/2), 191-216.
[6] Bloch, P. H. (1981). An exploration into the scaling of consumer′s involvement with a product class. Advances in consumer research, 8(1).
[7] Bloch, P. H., & Richins, M. L. (1983). A theoretical model for the study of product importance perceptions. The Journal of Marketing, 47(3), 69-81.
[8] Cacioppo, J. T. & Petty, R. E. (1984). The Elaboration Likelihood Model of Persuasion. Advances in Consumer Research, 11, 673-675.
[9] Campbell, J., DiPietro, R. B., & Remar, D. (2014). Local foods in a university setting: Price consciousness, product involvement, price/quality inference and consumer′s willingness-to-pay. International Journal of Hospitality Management, 42, 39-49.

[10] Celsi, R. L., & Olson, J. C. (1988). The role of involvement in attention and comprehension processes. Journal of consumer research, 15(2), 210-224. Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research, 295(2), 295-336.
[11] Chyi, H. I. (2005). Willingness to pay for online news: An empirical study on the viability of the subscription model. Journal of Media Economics, 18(2), 131-142.
[12] Conner, M., & Armitage, C. J. (1998). Extending the theory of planned behavior: A review and avenues for further research. Journal of applied social psychology, 28(15), 1429-1464.
[13] Dholakia, U. M. (2001). A motivational process model of product involvement and consumer risk perception. European Journal of marketing, 35(11/12), 1340-1362.
[14] Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers′ product evaluations. Journal of marketing research, 28(3), 307-319.
[15] Dou, W. (2004). Will internet users pay for online content?. Journal of Advertising Research, 44(4), 349-359.
[16] Filo, K., & Wang, Y. (2011). Will Consumers Pay for News Content Online: The Implications for Tourism. In CAUTHE 2011: National Conference: Tourism: Creating a Brilliant Blend (p. 217). University of South Australia. School of Management.
[17] Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Philosophy and Rhetoric, 10(2), 130-132.
[18] Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
[19] Fulton, Curtis Lee. (2002). Salon Says People Will Pay for Online Content. The Online Reporter. Retrieved June 15, 2016, from: http://www.onlinereporter.com/
[20] Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (Vol. 6). Upper Saddle River, NJ: Pearson Prentice Hall.
[21] Jupiter Media Metrix. (2002, Mar 18). Bumpy road from free to fee: Paid online content revenues to reach only $5.8 billion by 2006. [Web blog message] Retrieved June 15, 2016, from http://www.prnewswire.com/news-releases/bumpy-road-from-free-to-fee-paid-online-content-revenues-will-only-reach-58-billion-dollars-by-2006-reports-jupiter-media-metrix-76496177.html
[22] Kapferer, J. N., & Laurent, G. (1985). Consumer involvement profiles: a new and practical approach to consumer involvement. HAL.
[23] Kaplan, A. M., Schoder, D., & Haenlein, M. (2007). Factors influencing the adoption of mass customization: The impact of base category consumption frequency and need satisfaction. Journal of product innovation management, 24(2), 101-116.
[24] Krugman, H. E. (1966). The measurement of advertising involvement. Public Opinion Quarterly, 30(4), 583-596.
[25] Lastovicka, J. L., & Gardner, D. M. (1978). Low involvement versus high involvement cognitive structures. Advances in consumer research, 5(1), 87-92.
[26] Laurent, G., & Kapferer, J. N. (1985). Measuring consumer involvement profiles. Journal of marketing research, 22(1), 41-53.
[27] Lee, C., Kumar, V., & Gupta, S. (2013). Designing freemium: a model of consumer usage, upgrade, and referral dynamics. MimeoLeung, Michael (2013), Two-step estimation of network formation models with incomplete information.
[28] Lin, T. C., Hsu, J. S. C., & Chen, H. C. (2013). Customer willingness to pay for online music: the role of free mentality. Journal of Electronic Commerce Research, 14(4), 315.

[29] Mangalindan, M. (2002, April). No More Free Lunch: In the future, the best things on the Web may not be free. The Wall Street Journal. Retrieved June 15, 2016, from: http://www.wsj.com/articles/SB1018650941891114320
[30] McDonald, G. (2002). New Web survival guide. PC World, 20(1), 95-100.
[31] Mitchell, A. A. (1981). The dimensions of advertising involvement. Advances in consumer research, 8(1), 25-30.
[32] Nunnally, J. C., Bernstein, I. H., & Berge, J. M. T. (1967). Psychometric theory (Vol. 226). New York: McGraw-Hill.
[33] O’Malley, S. (2015). “Free” as a business. SAGE Business Researcher. Retrieved June 15, 2016, from http://businessresearcher.sagepub.com/. doi: 10.1177/2374556815621290
[34] Oestreicher-Singer, G., & Zalmanson, L. (2012). Content or community? A digital business strategy for content providers in the social age. A Digital Business Strategy for Content Providers in the Social Age (July 01, 2012).
[35] O′reilly, T. (2007). What is Web 2.0: Design patterns and business models for the next generation of software. Communications & strategies, (1), 17.
[36] Petty, R. E. & Cacioppo, J. T. (1981). Attitude and Persuasion: Classic and Contemporary Approaches, Dubuque, IA: Wm. C. Brown Company.
[37] Petty, R. E. & Cacioppo, J. T. (1979). Issue involvement can increase or decrease persuasion by enhancing message-relevant cognitive responses. Journal of personality and social psychology, 37(10), 1915.
[38] Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of consumer research, 10(2), 135-146.
[39] Petty, R. E., Schumann, D. W., Richman, S. A., & Strathman, A. J. (1993). Positive mood and persuasion: Different roles for affect under high-and low-elaboration conditions. Journal of personality and social psychology, 64(1), 5.
[40] Pirouz, D. M. (2006). An overview of partial least squares. Available at SSRN 1631359.
[41] Rodgers, W. C., & Schneider, K. C. (1993). An empirical evaluation of the kapfere-laurent consumer involvement profile scale. Psychology & Marketing, 10(4), 333-345.
[42] Schiffman, L. G., & Kanuk, L. L. (2000). Consumer behavior, 7th. NY: Prentice Hall.
[43] Sherif, M., & Cantril, H. (1947). The psychology of ego-involvements: Social attitudes and identifications. New York: Wile.
[44] Smith, J. B., & Bristor, J. M. (1994). Uncertainty orientation: Explaining differences in purchase involvement and external search. Psychology & Marketing, 11(6), 587-607.
[45] Tarkiainen, A., & Sundqvist, S. (2009). Product involvement in organic food consumption: does ideology meet practice?. Psychology & Marketing, 26(9), 844-863.
[46] Taylor, C. P. (2001). Fighting way to paid model. Advertising Age, 72(31), 34-35.
[47] Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: A test of competing models. Information systems research, 6(2), 144-176.
[48] Webster, T (2015, March). the infinite dial 2015. Edison Research. [Web blog message]. Retrieved June 15, 2016, from: http://www.edisonresearch.com/the-infinite-dial-2015/
[49] Vlachos, P., Vrechopoulos, A. P., & Doukidis, G. (2003). Exploring consumer attitudes towards mobile music services. International Journal on Media Management, 5(2), 138-148.
[50] Wang, C. L., Zhang, Y., Ye, L. R., & Nguyen, D. D. (2005). Subscription to fee-based online services: what makes consumer pay for online content?. Journal of Electronic Commerce Research, 6(4), 304.
[51] Werbach, K. (1999). Syndication--the emerging model for business in the Internet era. Harvard business review, 78(3), 84-93.
[52] Wilson, F. (2006, March). A freemium business model. [Web blog message]. Retrieved June 15, 2016, from http://www.avc.com/a_vc/2006/03/the_freemium_bu.html
[53] Wright, P. L. (1973). The cognitive processes mediating acceptance of advertising. Journal of Marketing Research, 10(1), 53-62.
[54] Wright, P. L. (1974). Analyzing media effects on advertising responses. Public Opinion Quarterly, 38(2), 192-205.
[55] Ye, L. R., Zhang, Y. J., Nguyen, D. D., & Chiu, J. (2004). Fee-Based Online Services: Exploring Consumers′ Willingness to Pay. Journal of International Information Management, 13(2), 6.
[56] Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of consumer research, 12(3), 341-352.
[57] Zaichkowsky, J. L. (1986). Conceptualizing involvement. Journal of advertising, 15(2), 4-34.
[58] Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of advertising, 23(4), 59-70.
二、 中文文獻
[1] 曾家宏 (2015)。從音樂產業觀察未來跨網絡之合作經濟趨勢。資策會。民106年6 月15日,取自:http://www.iii.org.tw/Operation/FocusDtl.aspx?fm_sqno=12&f_sqno=zkmnXSPZczYoUeu52uotXg==
[2] 黃楓惇 (2015)。《這個品牌有點意思》虧損中的線上音樂龍頭Spotify,下一步該怎麼走?。Motive商業洞察。民106年6 月15日,取自:http://www.motive.com.tw/?p=9014
指導教授 李小梅 審核日期 2016-6-24
推文 facebook   plurk   twitter   funp   google   live   udn   HD   myshare   reddit   netvibes   friend   youpush   delicious   baidu   
網路書籤 Google bookmarks   del.icio.us   hemidemi   myshare   

若有論文相關問題,請聯絡國立中央大學圖書館推廣服務組 TEL:(03)422-7151轉57407,或E-mail聯絡  - 隱私權政策聲明