| Summary: | 碩士 === 國立成功大學 === 交通管理學系碩博士班 === 95 === The global size of online digital music market was $1.1 billion and the total number of songs downloaded on the Internet reached 0.42 billion in 2005. This fast growing market has attracted the attention of worldwide recording industry. The objective of this study is to incorporate influential factors, user’s perception of enjoyment and risk and moral intensity into technology acceptance model (TAM) to examine the causal relationships between perception, intention and usage of online digital music services.
We distributed Internet questionnaires on the discussion forums of four major online digital music companies in Taiwan and a total of 371 effective samples were collected. To validate the theory, the extended TAM model was tested using confirmatory factor analysis (CFA) and assessed and modified by structural equation model (SEM). Our findings indicate that perceived ease of use is positively related to perceived usefulness and perceived enjoyment, which in turn have a positive influence on attitude toward intention. Perceived risk instead of moral intensity is negatively related to intention toward usage. Finally, it is newly found in the study that perceived usefulness is related to perceived enjoyment.
Some suggestions derived from the findings are summarized for operators and marketers. Simple and easy operational process and humanized interface design of online digital music website make users feel effective and derive cost savings of time and money, and feel enjoyable and curious. The greater risk users perceived on the issues of personal information and quality of music file decreases his/her intention toward usage of online digital music. The high moral intensity toward illegal online music users perceived does not necessarily increase his/her intention toward usage. Effective file/information search, convenient purchase process and time/money saving on online digital music make users feel enjoyable and curious.
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