Using transaction cost theory to explore Product Function and Service Quality on Consumer Willingness - A case study of KKBOX

• Main Authors: Ling, Chiao, 凌釥
• Other Authors: Wang, Chang-Hwa
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/23056511655795671688

碩士 === 國立臺灣師範大學 === 圖文傳播學系 === 104 === New product was often analyzed upon the Technology Acceptance Model (TAM), which explored the effectiveness of Perceived Usefulness and Perceived Ease of Use toward consumer’s willingness. However, the research argues that TAM neglects extra transaction cost when consumers were using the products. The paper reports on the fundamental cost of the transaction by probing into KKBOX digital music streaming platform. The aim of the proposal is to explore the correlation between consumer transaction cost, product function and service quality. The survey used service quality (PZB Model), product function and consumer transaction cost as the bases of questionnaire option structure A total of 192 effective online questionnaires were collected through reliability analysis, descriptive statistics and correlation analysis. The following results were indicated: 1.“Availability to listen offline” is among the highest satisfactory rank in all product functions; Moreover, “stability of mobile support system” is the most trust-worthy factor among all service qualities. 2.Overall consumer transaction cost is highly correlated with the user-friendly function and content toward product functions. 3.Overall consumer transaction cost is highly correlated with the execution, system practicality, feedbacks, compensatory and social connection toward service quality.