| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 88 === According to many internet surveys, the music publication product is often chosen as one of the most want-to-buy products via internet. Besides, the music publication is not only the physical form such as CD. Internet technologies also created a new form of music product, which is called MP3 music or digital music. Internet users can download it directly online.
This study utilized online survey research to find the target market of music publications on internet. The lifestyle was chosen to describe the consumer''''s characteristics. Demographic variables and the experience of buying and using music products were also taken into account.
After factor analysis and cluster analysis, we found the ratios of samples that have purchasing intents are different among these lifestyle clusters. The group that most has the purchasing intent is easy to accept something new, and not sensitive to price and quality. However, they have special tastes and brand loyalty. Most of them are still low-income students, and about 16 to 25 years old. Only half of them have credit cards. The kinds of their favorite music are Mandarin pop songs, English pop songs, and movie/TV original scores.
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