An Exploratory Study of the Diffusion Strategy of Digital Music in the Network Context

• Main Authors: Jr-Shiang Tsai, 蔡志祥
• Other Authors: Chia-Liang Hung
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/78823950651993429441

碩士 === 國立暨南國際大學 === 資訊管理學系 === 94 === Many on-line music stores emerged to provide the digital music due to the popularity of Internet and the advance of DRM, especially after success of the iTunes and iPod. Some new entrants launched on-line music service, such as iMusic and QBand, but failed. This research applied the platform strategy, Rogers’ innovation diffusion theory, and the Bass diffusion model to analyze the effect of diffusion strategy of digital music in the network context. Some results were found. If the on-line music store uses the strategy of “adding new functions of platform”, the critical diffusion attributions, relation advantage and the community of music, will be enhanced and then to increase the diffusion rate. If the on-line music store uses the strategy of “connection with another platform”, the critical diffusion attributions, compatibility, mass media, and the community of music, will also be promoted and then to increase the diffusion rate. If the on-line music store use the strategy of “extending the variety of complements”, the critical diffusion attributions, relative advantage and mass media, will be enhanced and then to increase the diffusion rate. The results of this research will contribute to the on-line music stores for choosing the diffusion strategies of the digital music.