题名

Purchase Intention in Subscription-Based Online Music Service from the Perspective of Push-Pull-Mooring Model

并列篇名

從人口遷徙理論觀點探討線上訂閱型音樂服務之購買意願

作者

李正文(Cheng-Wen Lee)；林孜璟(Tzu-Ching Lin)

关键词

Push-Pull-Moor theory ； online subscription-based music service ； perceived value ； purchase intention ； 人口遷徙理論 ； 線上訂閱型音樂服務 ； 知覺價值 ； 購買意願

期刊名称

先進工程學刊

卷期/出版年月

14卷1期（2019 / 04 / 01）

页次

45 - 53

内容语文

英文
中文摘要

This study uses the perspective of ＂Push-Pull-Moor＂ theory to explore consumers' purchase intention on online subscription-based music services. Questionnaires are used to investigate users of online subscription-based music service platforms. After collecting questionnaires, Smart PLS2.0 is adpoted for analysis. The results show that the pull effect has the greatest impact on consumers, followed by push effect and mooring effect in order. Among them, push effect and pull effect have significantly positive impact on consumers' perception of perceived value, and mooring effect is exactly the reverse. The perceived value of consumers positively influences purchase intention. Therefore, if service providers want to increase consumers' purchase intention, they must firstly satisfy the consumers' quest for convenience, practicality, and trust in services.
英文摘要

本研究應用「人口遷徙理論」之觀點探討消費者對線上訂閱型音樂服務之購買意願。採用問卷調查法，以線上訂閱型音樂服務平台之使用者為調查對象，使用Smart PLS2.0進行問卷分析。研究結果顯示，拉力對消費者的影響最大，其次依序為推力和繫住力，其中拉力和推力對消費者知覺價值感受度皆有正向顯著影響，繫住力則為反向顯著關係，消費者知覺價值會正向顯著影響服務的購買意願。因此，服務提供者若要提升消費者的購買意願，必須滿足消費者對服務使用方便性和實用性的追求，以及對服務的信任。
主题分类 工程學 > 工程學綜合
工程學 > 工程學總論
工程學 > 土木與建築工程
工程學 > 機械工程
工程學 > 化學工業
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