| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 96 === The popularization of broadband provide the various in music channel to consumer.
The criteria of DRM (Digital Rights Management) is established completely and to punish
the firms of the P2P (Kuro, ezPeer) makes the domestic well-know firms begin to invest in
online music market. It compare with the booming development of online music, the
domestic online music operators only earnings meager gross profit in distributing profit, and
have to depend on a lot of members to pay for the music in order to share the costs and
expand the market. However the paying member only has the comparison of member about
10% and obviously influences the key of operator's existence. The market research discover
the consumers on using online music, “Unwilling to pay” and “Feel that the price is too
expensive” are the main reasons why they don’t want pay. It shows that the willingness to
pay of the online music users with online music executive list price of the rationality is the
subject that one is very worth to research. The WTP is subjectively evaluated by consumers,
therefore it is reasonable for the different online music operators to use nonlinear interval
regression model analyze the upper bound and the lower bound of consumers’ WTP, by
nonlinear interval regression model analyze rational pricing of domestic online music firms.
The results show that the average predicted interval WTP of consumers are lower than the
pricing of KKBOX and ezPeer+. It indicate that consumer feel the price is too expensive.
The firms should anew evaluate the price or use other marketing to attract consumers to pay
higher.
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