English  |  正體中文  |  简体中文  |  Post-Print筆數 : 11 |  Items with full text/Total items : 88613/118155 (75%)
Visitors : 23470911      Online Users : 224
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/126573


    Title: 雙重套牢現象之分析與應用 —以音樂消費行為為例
    Study of Double Lock-in Behaviors in Taiwan’s Music Industry
    Authors: 陳祉怡
    Chen, Chih-Yi
    Contributors: 許牧彥
    Hsu, Mu-Yen
    陳祉怡
    Chen, Chih-Yi
    Keywords: 音樂產業
    轉換成本
    套牢現象
    Music Industry
    Double lock-in
    Switching Cost
    Date: 2004
    Issue Date: 2019-10-03 17:16:20 (UTC+8)
    Abstract: 台灣音樂產業於一九九零年至一九九七年進入所謂的黃金年代。然好景不常,自一九九八年後,隨著科技不斷的演進,製作成降低;另一方面,一般消費者取得、重製盜版音樂也相當容易便宜,音樂產業銷售量幾乎年年超過20%的負成長。音樂產業陷入於採用新科技與盜版猖獗中拉拔,直到數位音樂正式推向合法付費下載,唱片公司才開始接受、擁抱新科技。在一片擁抱新科技同時,音樂平台資料顯示中壯年消費族群並無顯著比例活躍於新科技,較少運用網際網路下載音樂。本研究透過問卷調查與深度訪談,主要探討中年消費者面對新音樂內容軟體與技術硬體時,是否因難以採納新音樂軟體或無法接受轉換,造成單一套牢或雙重套牢現象及背後原因,此現象對企業公司與產業的行銷、市場意義。
    透過本研究調查發現中年消費者面對音樂新科技與新內容時,其單套牢與雙重套牢現象確實存在。但無法證明軟體套牢以及硬體套牢具有交互作用,造成雙重套牢現象。年齡以及有無小孩者與音樂軟體套牢有顯著關聯性:年齡較小者或無小孩者於音樂軟體接受程度高於年紀高者及有小孩的消費者。以轉換成本而言,研究發現僅學習成本對軟體套牢形成影響,總轉換成本對軟體套牢則無影響;對應體套牢而言, 學習成本、心理成本及轉換成本對本研究對象造成影響。透過深度訪談發現,對中年消費者進行有效的教育可視為軟體套牢解套的主要課題:引介具有豐富軟體知識的人與物例如種子方式教育意見領袖或者其子女,透過互動以推廣新音樂軟體概念。就硬體而言,透過管道給予正確之資訊以及觀念,減低中年消費者之心理不安。並且可由簡化產品設計著手,降低學習新技術所花費之時間與努力,可視為降低轉換成本之主要方式之一。
    套牢現象對企業及產業的運用:經營成熟技術的企業,可以針對相對不易轉換到新技術或產品的消費者深耕,繼續經營他們的客群。新技術公司開發市場時,應將此套牢現象考慮其中,以易學易用的產品深化消費者套牢的可行性。此外,企業可透過市場區隔,分族群深耕經營,使其收入來源多元化。此研究之音樂產業可經由與網路、硬體公司合作經營易盜版知青少年市場,並同步針對不易轉移之消費市場琢磨、深入經營。
    Both content software (songs) and device hardware (CD players) are applied at the same time when people listen to music. Thanks to the new technology and innovations, music industry in Taiwan had been booming especially in early 1990s. Unfortunately, the music business has faced a tremendous number of setbacks also by the new technology. Revenues of music industry in Taiwan have been declined more than 20% annually from late 1990s. The industry has started a long battle against piracy. Music companies tried to fight back by suing illegal platforms and illegal users; however, this has been a non-stoppable trend in the music market.
    Apple was then the first company to introduce the new business model, legal music downloads to new device (iPod), to consumers for anti-piracy in 2001.
    Among all the efforts stopping illegal music, there is an interesting fact found that old-time music CD albums have been re-published to the market with the targeting of middle or older aged customer by music companies in Taiwan. Also, it is found that limited middle-aged consumers adopt and embrace the new technologies: only 12.7% of the registered consumers at major P2P platform, Ezpeer, are greater than thirty year old group. Do the middle aged customers, like late majority or laggards in Diffusion of Innovation, have the tendency to unwilling on adopting new music (software), new devices (hardware) or both of them? If yes, what would be the key factors or costs to cause these hesitations, for example: learning costs, psychological costs and switching costs? In what degree?
    The purpose of this study was to explore the lock-in and double lock-in phenomenon in customers of thirty-five to sixty in music industry, identify the influential factors and the its implications on music and other industries. Both quantitative and qualitative approaches were adopted to collect and analysis data.
    The results of this study showed a significant double lock-in phenomenon exists at mid aged consumers towards new music contents and technology. However, insignificant proof was found at the correlation between the software lock-in and hardware lock-in that causes double lock-in phenomenon. Only learning cost played a key factor in affecting both software and hardware lock-in. Having kids or people they can consult with around played a great role for mid age consumers to lower their switching costs effectively in both software and hardware lock-in. Based from the study, companies may increase their revenues by identifying and grouping customers with different degrees of switching costs and cultivating the groups separately. Industries or companies with mature technology would employ the strategies to cultivate the late majority or laggards that incur high switching costs on the part of consumers to dissuade them from switching to new technology products and services. New comers or companies with new technology could consider how to increase the switching costs to create lock-in or double lock-in when design their products and services.
    Reference: 中文文獻
    1. 二月、馬欣等 (2002) , 《流行音樂• 魅力• 男),台北市:商周出版。
    2. 何易霖 (2002, 10) , 《音祟載具的演進對音樂傳播的影攀一一個歴史觀點的論述》,國立政治大學新聞系碩士學位論文。
    3. 吳思華(1998) , 《策略九說》,台北市:臉譜文化。
    4. 吳明隆 (2000) , 《SPSS統計應用實務),台北市:松崗。
    5. 林欽榮(2002, 09 ) , 《消費者行為》,台北市:揚智文化。
    6. 林建宏 (2002) , 《社會階層與流行音樂消費關係探究》,中國文化大學碩 士學位論文。
    7. 東方線上生活型態研究小組編著(2002) , 《科技行銷Data Book: 台灣科技生活報告》,台北市:商周。
    8. 胡采蘋 (2002, 07) , 《台灣古典文化工業之政治經濟分析),國立政治大學新聞系碩士學位論文。
    9. 張美惠譯(1999) , Shapiro, Carl and Varian, Hal R. 著,《資訊經營法則》,台北市:時報文化出版。
    10. 郭威君(2003) , 《台灣流行音樂唱片産業的未來在何方》,國立台灣大學 新聞研究所碩士論文。
    11. 陳正平(1998) , Moore, Geoffrey., Johnson, Paul and Kippola, Tom' 《大金剛法則》,台北市:臉譜文化。
    12. 黃慧玲(2002, 06) , 《網路外部性產品預告、轉換成本與市場兢爭之分析》,國立高雄第一科技大學行銷與流通管理系碩士論文。
    13. 黃福瑞( 2003, 01) , 《從矽谷到好萊》,台北縣:中國生産力中心
    14. 葉龍彥(2001, 12) , 《台灣唱片思想起),台北縣:博揚文化事業有限公司
    15. 鄧晏如(2000, 06)• 《MP3網路使用對唱片消賣行為之影響),國立中山大學傳播管理研究所碩士學位論文。
    16. 賴哲亨(2000) , (參考群體建議類型對消費者決策的影響),國立中央大學企業管理研究所碩士學位論文。
    17. 謝鴻源(2004, 04)• 《本地唱片業者如何因應當前主要問題之研究),國 立交通大學傳播所碩士論文
    18. 簡妙如(2002)• {流行文化,美學,現代性:以八、九O年代台灣流行音祟的歴史重才再為例),國立政治大學新聞系博士學位論文。

    英文文馱
    Barnes, Wi11iam; Gartland, Myles and Stack, Martin (2004), 'Old Habits Die Hard: Path Dependency and Behaviour Lock-in' , Journal of Economic Issues; 38, 371-377

    Borthick, Sandra (2000), 'Creating IP services: On the edge of what?,' Business Communications Review, 30, 6, page 26-40

    Burnham, Thomas A., Judy K. Frels and Vi jay Mahajan (2003), 'Consumer Switching Costs: A Typology, Antecedents, and Consequences' , Academy of Marketing Science Journal, 31 (Spring), 109-126.

    Chen, Pei-Yu and Lorin Hitt (2002), 'Measuring Switching Costs and Determinants of Customer Retention in Internet-Enabled Business: A Study of the Online Brokerage Industry' , Information Systems Research 13 (Sept.), 255-274.
    Capel la, Louis M and Herrington, J Duncan, 'Practical applications of Music in Service Settings,' The Journal of Services Marketing, 8, 3, 50-66

    Farrell, Joseph and Klemperer, Paul (2001), 'Coordination and Lock-In: Competition with Switching Costs and Network Effects' , Working Paper.

    Garland, Eric (2003), 'Online Music, the sound of Success' , The Futurist, Issue 6, page 24, Washington

    Hess, Mike and Ricart, Joan Enric (2002), 'Managing Customer Switching Costs: A Framework for Competing in the Networked Environment’, Research Paper No. 472.

    Klemperer, Paul (1987), ‘Markets with Consumer Switching Costs' , The Quarterly Journal of Economics, 102, 375-394.

    Klemperer, Pual (1995), 'Competition when Consumers have Switching costs: An Overview with Applications to Industrial Organization, Macroeconomics, and International Trade' , "The Review of Economic Studies, Vol. 62, No. 4, 515-539

    Miguel Villas-Boas (2004),’Consumer Leaming, Brand Loyalty, and Competition'

    Porter, Michael (1985), ‘Technology and Competitive Advantage', Journal of business Strategy, 5 (winter), 60-78.

    Zauberman, Gal (2003), 'The Interternporal Dynamics of Consumer Lock-In' Journal of Consumer Research, 30 (Dec.), 405-419.

    綱站資料:
     http ://big5.xinhuanet.com/gate/big5/news.xinhuanet. com/ziliao/2003-01/23/content_703815. htm
     http ://forums. chinatimes. com. tw/special/100 year/economic. htm
     http: //innw. ifpi. org. tw
     http:/ /event. pchome. com. tw/nettoday/pagel. html
     成大MP3 事件:
    http ://forums. chinatimes.com. tw/special/m 3/main.htm
     Leven 的MP3 音樂實訊世界:
    http://irww. tgsc.corn. tw/MP3/default. htrn
     遠見雜誌2004 年八月:
    http: //www.gvm. com. tw/theme/inage_cover. asp?ser=9998

    報紙資料:
    彭朝忠 透過綱路隨意擷取音樂音效媲美CD MP3 player 引爆流行風潮,
    2000-09-01/經濟日報/43 版/商情資訊
    Description: 碩士
    國立政治大學
    科技管理研究所
    91359038
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0091359038
    Data Type: thesis
    DOI: 10.6814/NCCU201901195
    Appears in Collections:[科技管理研究所] 學位論文

    Files in This Item:

    File SizeFormat
    903801.pdf34207KbAdobe PDF0View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback