| Summary: | 碩士 === 正修科技大學 === 經營管理研究所 === 99 === In this diversified digital period, music has been an integral part of every human life. In order to meet the public's demands, many new singers are born and their albums are released continuously. However, there are many methods in obtaining these music, thus to save money, the amount of music being downloaded from the internet has doubled while the record sales have been declining. Whether consumers simply give up buying more memorable album (CD) to save money and chose to download music from the internet should be investigated based on the consumer's attitude and values.
The purpose of this study is to investigate whether the consumption value of the consumers will affect behavioral intention and whether the lifestyle of the consumers will affect the relationship between consumption value and behavioral intention. The subjects of this study are the students of Southern Taiwan which is the largest group of consumers of the music industry. The results of this study found that consumption value positively affects behavioral intention. Moreover, the lifestyle of consumers positively affects behavioral intention. The consumption value and lifestyle of the consumers positively affects behavioral intention.
The study is divided into five chapters. The first chapter discusses about the background of the music industry, the current situation of the industry and the intention of this study in using the factors. The second chapter explores on online downloads and piracy-related issues, as well as the theoretical basis of variables. The third chapter describes the operational definition of the various dimensions, the research framework, hypotheses and research limitations. The fourth chapter mainly shows the data analysis. The data collected through questionnaires undergo SPSS for analysis to verify if the hypothesis is substantiated. Finally, the fifth chapter is the conclusion and suggestions made on online music download based on the research findings.
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