| Summary: | 碩士 === 朝陽科技大學 === 企業管理系 === 106 === The popularity and convenience of the Internet era led to online music streaming media, not only impacting the physical recording industry, but also changed the way of people listening to music. From the research data, it can be seen that the proportion of people using online music streaming media has increased year by year, which is the trend of listening to music in the future. Based on the technology acceptance model, this study explores the reasons that actually drive consumers to purchase and use, the value that can be obtained after use, and the relationship between various aspects. The research subjects collected 266 questionnaires from users who used online music streaming media. Data analysis was conducted using narrative analysis, factor analysis, and structural equation model to verify the research hypothesis. The researchers found that: The involvement of users of online music streaming media has a positive effect on perceived usefulness and ease of use; the increase in perceptual usefulness and ease of use also reinforces the perceived value, which in turn increases the motivation to drive buying motives, resulting in a positive Behavioral intentions.
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