以消費者成本觀點探討產品功能與服務品質對消費者使用意願之研究-以數位音樂平台KKBOX為例

Abstract

過去對於新產品採用研究多半採用TAM理論為基礎，該理論主要是探究科技產品之「知覺有用性」與「知覺易用性」對採用意願的影響，本研究認為該理論忽略了消費者在使用時額外付出的交易成本。因此，以KKBOX數位音樂串流平台使用者為對象，從消費者在交易行為中最基本的各項成本考量進行探討，並從中找出「消費者交易成本」與其「產品功能」、「服務品質」之關聯性。同時，本研究依據服務品質(PZB模式)、產品功能與邱志聖的消費者交易成本理論研究架構擬訂問卷題項。

本研究藉由網路問卷，共計回收192份有效問卷，運用信度分析、敘述性統計與相關分析統計方法，研究結果如下： 一、「產品功能」滿意度最高為「離線收聽」功能，「服務品質」則為「手機載體系統穩定」最受信賴。 二、「消費者交易成本」中各構面與「產品功能」間的「便利功能性」與「心理滿足性」，成高度正相關。 三、「消費者交易成本」中各構面與「服務品質」間的「執行性」、「系統可用性」、「回應性」、「補償性」與「聯繫性」，成高度正相關。

New product was often analyzed upon the Technology Acceptance Model (TAM), which explored the effectiveness of Perceived Usefulness and Perceived Ease of Use toward consumer’s willingness. However, the research argues that TAM neglects extra transaction cost when consumers were using the products. The paper reports on the fundamental cost of the transaction by probing into KKBOX digital music streaming platform. The aim of the proposal is to explore the correlation between consumer transaction cost, product function and service quality. The survey used service quality (PZB Model), product function and consumer transaction cost as the bases of questionnaire option structure A total of 192 effective online questionnaires were collected through reliability analysis, descriptive statistics and correlation analysis. The following results were indicated: 1.“Availability to listen offline” is among the highest satisfactory rank in all product functions; Moreover, “stability of mobile support system” is the most trust-worthy factor among all service qualities. 2.Overall consumer transaction cost is highly correlated with the user-friendly function and content toward product functions. 3.Overall consumer transaction cost is highly correlated with the execution, system practicality, feedbacks, compensatory and social connection toward service quality.