Exploring the Key Success Factors of Online Music Download Business

• Main Authors: Peng-Chu Chao, 趙鵬竹
• Other Authors: Yung-Hsin Chen
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/37422106227634479492

碩士 === 亞洲大學 === 經營管理學系碩士班 === 96 === The context of affordable and pervasive Internet applications enables online music as an innovative product thanks to the provision of capabilities in downloading the compressed data files. New entrants in this emerging market encounter the stiuation of tough competion as well as promising perspective where end-users are willing to pay for download-music. To win the market success, players should do their best to understand customers needs and wants, so as to explore the key success factors underlying the appropriate business model. Therefore, the objective of this study is as follows : 1. Utilizing the Fuzzy AHP approach to determine the key success factors for the online music download business. 2. Developing the performance assessment scheme as a decision support tool. The outcome of this study indicats that “options on music selection” ranks the top among all success factors, followed by “sound quality” and “variety of music type”. Attributes such as “affordable fee” and “easy-to-acess interface” are also important. Besides, “non-interference music downloading” and “music available on demand” also account for the attraction to users.