The Influence of the Customer’s Satisfaction to Purchase Intention for the Streaming Music-Marketing Strategy Perception as Moderator

• Main Authors: Chun-Ya Huang, 黃群雅
• Other Authors: Yu-Kai Wang
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/ea87z3

碩士 === 東吳大學 === 企業管理學系 === 104 === The purpose of this study is to understand the relationship between Customer’s satisfaction and purchase intention in Streaming music platform , it designs to confirm the effect of customer’s marketing Strategy Perception, and provides some useful marketing suggestions to Taiwan’s stream music platform. The Streaming music platform in Taiwan includes: KKbox, Omusic, myMusic and Spotify.This study takes customer’s marketing strategy perception as moderator to affect the relationship among Customer’s satisfaction and purchase intention in stream music platform. This research collected 315 valid feedback questionnaires on internet. The result of this study shows that customer’s marketing strategy of product and promotion improves purchase intention. Furthermore, customer’s marketing strategy of price and place isn’t affect customer’s satisfaction and purchase intention. According to the result, Streaming music platform can change their marketing strategy of product and promotion to increase user’s purchase intention.