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題名 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作者 陳祉怡
Chen, Chih-Yi貢獻者 許牧彥
Hsu, Mu-Yen
陳祉怡
Chen, Chih-Yi關鍵詞 音樂產業
轉換成本
套牢現象
Music Industry
Double lock-in
Switching Cost日期 2004 上傳時間 3-十月-2019 17:16:20 (UTC+8) 摘要 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.參考文獻 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, 371-377Borthick, Sandra (2000), `Creating IP services: On the edge of what?,` Business Communications Review, 30, 6, page 26-40Burnham, 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, 50-66Farrell, 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, WashingtonHess, 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, 515-539Miguel 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 描述 碩士
國立政治大學
科技管理研究所
91359038資料來源 http://thesis.lib.nccu.edu.tw/record/#G0091359038 資料類型 thesis dc.contributor.advisor 許牧彥 zh_TW dc.contributor.advisor Hsu, Mu-Yen en_US dc.contributor.author (作者) 陳祉怡 zh_TW dc.contributor.author (作者) Chen, Chih-Yi en_US dc.creator (作者) 陳祉怡 zh_TW dc.creator (作者) Chen, Chih-Yi en_US dc.date (日期) 2004 en_US dc.date.accessioned 3-十月-2019 17:16:20 (UTC+8) - dc.date.available 3-十月-2019 17:16:20 (UTC+8) - dc.date.issued (上傳時間) 3-十月-2019 17:16:20 (UTC+8) - dc.identifier (其他 識別碼) G0091359038 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/126573 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 科技管理研究所 zh_TW dc.description (描述) 91359038 zh_TW dc.description.abstract (摘要) 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。 zh_TW dc.description.abstract (摘要) 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. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究問題與目的 4第三節 論文內容 5第二章 文獻探討 7第一節 國內音樂産業相關研究 7第二節 流行歌曲發展回顧 9第三節 音樂載體發展 12第四節 新產品與新技術採用 17第五節 轉換成本一套牢理論 21第六節 綱路外部性 25第三章 研究方法 27第一節 所究架構 27第二節 研究流程 33第三節 研究命題 35第四節 問卷設計與內容架搆 40第五節 抽樣方式與樣本描述 41第六節 統計分析方法 44第七節 研究限制 46第四章 研究發現 47第一節 人口統計分析 47第二節 族群分類及分析 48第三節 軟盤套牢 54第四節 硬髖套牢 59第五節 音樂網路 65第五章 結論與建議 67第一節 結論 67第二節 建議 71 zh_TW dc.format.extent 35028947 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0091359038 en_US dc.subject (關鍵詞) 音樂產業 zh_TW dc.subject (關鍵詞) 轉換成本 zh_TW dc.subject (關鍵詞) 套牢現象 zh_TW dc.subject (關鍵詞) Music Industry en_US dc.subject (關鍵詞) Double lock-in en_US dc.subject (關鍵詞) Switching Cost en_US dc.title (題名) 雙重套牢現象之分析與應用 —以音樂消費行為為例 zh_TW dc.title (題名) Study of Double Lock-in Behaviors in Taiwan’s Music Industry en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 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, 371-377Borthick, Sandra (2000), `Creating IP services: On the edge of what?,` Business Communications Review, 30, 6, page 26-40Burnham, Thomas A., Judy K. 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