An Exploration on the impact of The Flow Theory and Utilitarian and Hedonic Values on Satisfaction and Repurchase Willingness-for the Example of Digital Music Service Platforms.

• Main Authors: Wu, Ching-Yi, 吳靜怡
• Other Authors: Dr. Wu, Chi-Ming
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/r5rt8m

碩士 === 國立臺北大學 === 企業管理學系 === 102 === The application of digital music files has become increasingly popular and convenient as consumers can obtain their favor music by way of online shopping in Amazon, iTune or any other digital music network marketing platforms. Therefore, a digital music platform does not only have hedonic value but also increases the utilitarian value for consumers. However, with the popularization of mobile devices (smart phones and tablets) in recent years, the point-to-point (P2P) downloading of digital music files seems to have been unable to satisfy the general consumers. The large music library built in the cloud allowing the consumers to enjoy music anytime, anywhere and via any device is the solution thus born in response to the new technologies and the new use methods. The application of digital music files has become increasingly popular and convenient as consumers can obtain their favor music by way of online shopping in Amazon, iTune or any other digital music network marketing platforms. Therefore, a digital music platform does not only have hedonic value but also increases the utilitarian value for consumers. However, with the popularization of mobile devices (smart phones and tablets) in recent years, the point-to-point (P2P) downloading of digital music files seems to have been unable to satisfy the general consumers. The large music library built in the cloud allowing the consumers to enjoy music anytime, anywhere and via any device is the solution born in response to the new technologies and the new use methods. It is expected that this study result can provide practical reference and suggestions to the related industries.