The Study of Online Independent Music Purchase Intention Perceived Value and Transaction Cost Theory

• Main Authors: Yu-Chieh Lin, 林煜傑
• Other Authors: Huei-Huang Chen
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/22501267863657597053

碩士 === 大同大學 === 資訊經營學系(所) === 100 === The rise of the Internet and e-commerce make online trading becoming an important shopping channel, and promote the unpopular goods having the living space. The same situation can also be found in the music market, Independent music relative to the Mainstream music is low sales and without concern. The emergence of online music creation community and online independent music store making the independent music goods easy to search and purchase. In the online environment, Independent music goods trafficked successful is depending on consumer online purchase intention. The purpose of the study is to understand the factors that influence online purchase intention through two aspects of Perceived Value and Transaction Cost, and adding Involvement as a moderator. The study using the questionnaire survey to collect data. A total of 222 questionnaire were collected, and using structural equation modeling to test the goodness of fit and research hypothesis. The analysis results showed: (1) Emotional Value and Economic Value have a significant positive impact to online independent music purchase intention. (2) Uncertainty and Trust have a significant positive impact to Transaction Cost. (3) Consumer’s Involvement in the independent music has moderating effects on the relationship between emotional value and purchase intention. According to the results can provide suggestions to the online independent music operators, and the direction of the future research in this field.