Factors Affecting Repurchase Intention of Music Product: A Comparison of Product Type

• Main Authors: Yu-min Lin, 林祐民
• Other Authors: Chien-Hsing Wu
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/ze9de4

碩士 === 國立高雄大學 === 國際企業管理碩士學位學程 === 102 === As the rapid growth of computer technology nowadays, online music has become more and more popular among the ways people listening to music. In review of the music market sales revenue, online music accounts for an increasingly sales within the past decade as well in both the global and Taiwan market. However, the traditional printed music product is still the dominant product type at the same time in most of the market places in the world. While at the same time, literature paid a limited attention to the factors that affect the repurchase willingness between the two product types. This thesis conducts an empirical study that statistically examines the effect of consumption values on the satisfaction toward repurchase intention. Based on the data analysis from 728 valid samples, research findings indicate that (1) the functional, emotional, and epistemic value are the significant driving factors that make people still paying for both the printed and online product types, though it shows a limited distinction for the two types, (2) in comparing of the concepts of designed functional value, printed music consumers tend to have a stronger enthusiasm in music consumption, (3) social value and conditional value are not the predicators of satisfaction, implying that the music consumption is self-oriented for any normal amusement, and (4) for the factors that present significant, the epistemic value shows significant on all levels of significance for the type of printed, while insignificant if α=0.01 for the type of online. Implications and suggestions are also addressed.