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

NCU Institutional Repository > 管理學院 > 資訊管理研究所 > 博碩士論文 > Item 987654321/72049

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题名:	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
作者:	伍益廷;Wu,I-Ting
贡献者:	資訊管理學系
关键词:	免費心態;產品涉入;線上串流音樂;付費態度;付費意圖
日期:	2016-06-24
上传时间:	2016-10-13 14:23:30 (UTC+8)
出版者:	國立中央大學
摘要:	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。 ;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.
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