题名

KKBOX使用者參與動機及關係品質對其顧客忠誠度之影響

并列篇名

The Influence of Participation Motivation and Relationship Quality on the Customer Loyalty of KKBOX Users

DOI

10.6144/JIC.2013.0302.06

作者

周榮賢(Jung-Hsien Chou)；張弘毅(Hong-I Chang)；張世明(Shih-Ming Chang)

关键词

線上音樂平臺 ； 參與動機 ； 關係品質 ； 顧客忠誠度 ； Online music platform ； Participation motivation ； Relationship quality ； Customer loyalty

期刊名称

資訊傳播研究

卷期/出版年月

3卷2期（2013 / 04 / 01）

页次

95 - 116

内容语文

繁體中文
中文摘要

本研究採用問卷調查法，有效回收問卷為259份，探討KKBOX使用者的參與動機、關係品質與顧客忠誠度之間的關係與相互影響。研究結果顯示，KKBOX的參與動機包括內在動機與外在動機；KKBOX平臺的關係品質可分為：滿意、信任、承諾；而KKBOX之顧客忠誠度則有：積極忠誠與消極忠誠。本研究發現，使用者的參與動機對顧客忠誠度的影響時，「外在動機」對顧客忠誠度的「積極忠誠」影響最鉅，而在關係品質對顧客忠誠度則是以「滿意」影響「消極忠誠」最顯著。對於KKBOX使用者而言，平臺的介面與音樂資訊為主要需求外，社群互動的功能亦然是選擇KKBOX的重要因素。因此，線上音樂平臺能提供豐富的音樂資訊、人性化的使用介面與提升社群之間的互動，能讓使用者對於平臺有達到滿足且忠誠的效果。
英文摘要

The present study aimed to explore the participation motivation of online music platform users; examine the relationship between participation motivation and relationship quality; and test the influence of participation motivation and relationship quality on customer loyalty. This study utilized the method of questionnaire survey, with 259 valid samples. The results of this study show that the participation motivation of online music platform users includes intrinsic motivation and extrinsic motivation, while relationship quality in this study can be divided into: satisfaction, trust and commitment, and customer loyalty was composed of: active loyalty and passive loyalty. This study found that extrinsic motivation had the greatest influence on active loyalty and satisfaction (in relationship quality) had the greatest influence on passive loyalty. In addition to the friendly interface and information needs, the function of community interaction was also one of important considerations when choosing a music platform.
主题分类 社會科學 > 傳播學
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被引用次数
  1. 楊文廣、陳佳伶、柳立偉(2014)。心流體驗對觀光偏好與品牌忠誠度的影響。運動休閒餐旅研究，9(4)，66-87。
  2. (2014)。美髮業服務品質、專業能力、關係品質與顧客忠誠度之研究。樹德科技大學學報，16(1)，1-22。
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