線上音樂平台已逐漸成為音樂產業的重要商機，然而，根據資策會MIC 2009年的報告卻發現，台灣目前僅有17.6%的網路使用者選擇付費聆聽線上音樂。根據Hurley & Estelami (1998)指出，服務品質與滿意度可說是互為因果關係，良好的服務品質會正向影響顧客的滿意程度，進而決定顧客未來是否再購的意圖與行為。本研究試圖探討線上音樂平台的網站服務品質與顧客滿意度之關連性，其主要以網路服務品質之各構面資訊完整性、選擇性、可攜性、便利性、娛樂性、與偶像崇拜作為衡量標準，進而了解各構面與顧客滿意度的相關性。
本研究採用網路問卷的方式，蒐集有使用台灣線上音樂平台的樣本資料，經由實證分析的結果顯示，選擇性、便利性、娛樂性、與偶像崇拜對於顧客滿意度皆具有正向的影響，其中便利性對於顧客滿意度具有高度的影響性與解釋力，其次為選擇性，而資訊完整性與可攜性則對於顧客滿意度無顯著影響。根據實證分析的結果，本研究建議台灣線上音樂平台業者應加強提供網路使用者選擇性多、便利性高、且能滿足其娛樂與偶像崇拜的功能。

Online music has become an important commercial possibility in the music industry. However, according to the marketing research of Market Intelligence & Consulting Institute on 2009, there’re only 17.6% of those web users willing to pay for online music. Hurley and Estelami (1998) mentioned that the service quality will affect the customer satisfaction. Superior service quality will have a positive effect on customer satisfaction, and proceed to affect the customer’s repurchase intentions and behavior. In this research, we tried to find the relationship between service quality and customer satisfaction for online music. The main aspects of online service quality are informativeness, selection, portability, convenience, perceived enjoyment, and Idolization.
In this research, we collected data of online music in Taiwan by conducting a survey on the Internet. It’s found that selection, convenience, perceived enjoyment, and Idolization have a positive influence on customer satisfaction based on statistical analysis. Above all, the aspect of convenience is highly relative to customer satisfaction. As a result, the author suggests that online music should add more functions according to the four aspects mentioned above.

中文摘要......................................................................... II
英文摘要........................................................................ III
目錄…............................................................................ IV
表目錄............................................................................ VI
圖目錄........................................................................... VII
第一章 緒論............................................................ 1
第一節 研究背景與動機........................................ 1
第二節 研究目的與問題........................................ 2
第三節 研究流程.................................................... 3
第二章 文獻探討.................................................... 5
第一節 線上音樂平台之定義與發展.................... 5
第二節 服務品質.................................................. 13
第三節 網站服務品質.......................................... 18
第四節 可攜性...................................................... 29
第五節 偶像崇拜.................................................. 31
第六節 顧客滿意度.............................................. 33
第七節 服務品質與顧客滿意度之關連性研究.. 38
第八節 線上音樂網站之相關研究...................... 39
第三章 研究方法.................................................. 42
第一節 研究架構.................................................. 42
第二節 研究假設.................................................. 42
第三節 研究構面之操作型定義與衡量.............. 46
第四節 研究設計.................................................. 51
第五節 資料分析方法.......................................... 53
第四章 實證分析結果.......................................... 56
第一節 敘述性統計分析...................................... 56
第二節 信度分析.................................................. 61
第三節 相關分析.................................................. 62
第四節 共線性分析.............................................. 63
第五節 廻歸分析.................................................. 65
第五章 研究討論.................................................. 70
第六章 結論與建議.............................................. 75
第一節 研究結論.................................................. 75
第二節 研究貢獻與建議...................................... 76
第三節 研究限制.................................................. 78
參考文獻....................................................................... 80
附錄 正式問卷.................................................. 90

王保進 (2006)。中文視窗版SPSS與行為科學研究。台北市：心理出版社。
王祖健 (2003)。網站技術、服務品質及購買成本對於網路商店顧客滿意度與忠誠度之影響。成功大學國際企業研究所碩士論文。
江東彥 (2005)。線上音樂服務產業競爭分析研究。國立臺灣師範大學圖文傳播學系研究所。
江義平、江謝鎮同 (2007)。網站服務品質與網站體驗對關係品質及行為意向之影響。電子商務學報，9(4)，689-724。
巫筠潔 (2003)。數位音樂訂價因素探討。雲林科技大學工業工程與管理研究所。
李懿琳 (2003)。內容網站之經營模式－以MP3 網站為例。淡江大學國際貿易研究所。
邱皓政（2000）。量化研究與統計分析：SPSS中文視窗版資料分析範例解析。台北市：五南書局。
洪春暉 (2004)。由Apple iTnues之成功看線上音樂經營模式的轉變。財團法人資訊工業策進會資訊市場情報中心，MIC研究報告。
洪春暉 (2004)。國內新興線上音樂商店之營運模式與前景探討。財團法人資訊工業策進會資訊市場情報中心，MIC研究報告。
張群芳 (2006年4月12日)：台灣數位線上音樂發展概況（二）。數位內容產業週報。線上檢索日期：2009年12月 18日。網址：http://www.digitalcontent.org.tw/e/temp/950412/950412.htm
許崇雯 (2005)。線上音樂付費會員使用與滿足之研究—以KKBOX及Kuro為例。世新大學公共關係暨廣告學研究所。
陳文賢 (2006)。數位音樂對音樂產業之影響。行政院新聞局2006年出版年鑑。
黃玉珍 (2007)。長尾理論台灣版－14個領先市場的長尾故事。台北市：天下文化。
黃信傑、紀文義 (2007)。線上音樂使用意願之分析－以KKBOX為例。南臺灣資訊科技與應用研討會，199-206。
劉忠陽、周盟浩 (2006)。數位音樂購買意願及願意支付價格之研究。電子商務研究，4(3)，285-304。
蔡宜廷、劉育奇、周欣嫻、周丸生 (2006)。數位音樂產業及其商業模式。政大智慧財產評論，4(2)。79-120。
鄭立中 (2001)。網際網路對音樂產業智慧財產權的影響。國立政治大學科技管理研究所。
蕭蘋、周昭平 (2000)。全球化與區域化的潮流之下，台灣唱片公司的華語歌曲產製策略分析。中華傳播學會年會論文。
謝子樵 (2008)。台灣網友線上影音娛樂行為分析。財團法人資訊工業策進會資訊市場情報中心，MIC研究報告。
謝子樵 (2009)。台灣數位娛樂市場發展趨勢。財團法人資訊工業策進會資訊市場情報中心，MIC研究報告。
羅名君 (2007)。線上音樂平台業者與音樂內容提供者的合作及營運模式探討。東吳大學國際貿易學系碩士在職專班。
Aaker, A. D. (1996). Building strong brands. NewYork: The Free Press.
Aladwania, A. M., & Palvia, P. C. (2002). Developing and validating an instrument for measuring user-perceived web quality. Information and Management, 39(6), 467-476.
Alain, D., Francois, C., & Daniel, M. ( 2005). Music piracy on web-How effective are anti-piracy arguments? Evidence from the theory of planned behavior. Journal of Consumer Policy, 28(3), 289-310.
Anderson, E. W., Fornell, C, & Lehmann, D. R. (1994). Customer Satisfaction, Market Share, and Profitability: Findings from Sweden. Journal of Marketing, 58(July), 53-66.
Andrews, F. M., & Withey, S. B. (1976). Social indicators of well-being. New York: Plenum Press.
Bailey, J. E., & Pearson, S. W. (1983). Development of a tool for measuring and analyzing computer user satisfaction. Management Science, 29, 530-545.
Barsky, J. D., & Labagh, R. (1992). A strategy for customer satisfaction. The Cornell Hotel and Restaurant Administration Quarterly, 33(5), 32-40.
Bennett, R., & Barkensjo, A. (2005). Causes and consequences of donor perceptions of the quality of the relationship marketing activities of charitable organisations. Journal of Targeting, Measurement and Analysis for Marketing, 13(2), 122 – 139.
Bitner, M. J. (1990). Evaluating service encounters: The effects of physical surrounding and employee responses. Journal of Marketing, 54(4), 69-82.
Bitner, M. J., Bernard, H. B., & Lois, A. M. (1994). Critical service encounters: The employee's viewpoint. Journal of Marketing, 58(4), 95-106.
Bolton, R. N., & Drew, J. H. (1991). A multistage model of customers’ assessments of service quality and value. Journal of Consumer Research, 17(4), 375-384.
Boulding, W., K., Staelin, A. R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: from expectations to behavioral intentions. Journal of Marketing Research, 30, 7-27
Cai, S., & Jun, M. (2003). Internet users’ perceptions of online service quality: A comparison of online buyers and information searchers. ManagingService Quality, 13(6), 504-519.
Campbell, J. Y., & Robert, J. S. (1987), Cointegration and tests of present value models. Journal of Political Economy, 95, 1062-1088.
Cardozo, R. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2(8), 244-249.
Chang, K., & Lee, C. (2004). Relationship among service quality, customer satisfaction, and renewal intentions in health/fitness clubs. International Journal of Sport Management, 5, 306-315.
Chen, Q., & Wells, W. D. (1999). Attitude toward the site. Journal of Advertising Research. 39(September/October), 27–37.
Chikara, T., & Takahashi, T. (1997). Research of measuring the customer satisfaction for information systems. Computers & Industrial Engineering, 33, 639-942.
Childers, T. L., Christopher L. C., Joann, P., & Stephen, C. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77, 511–35.
Chin, W., & Gopal, A. (1995). Adoption intention in GSS: Relative importance of beliefs. DATABASE, 26(2 & 3), 42-63.
Choi, K. S., Cho, W., H., Lee, H., & Kim, C. (2004). The Relationships among quality, value, satisfaction and behavioral intention in health care provider choice: A south korean study. Journal of Business Research, 57(8), 913-921.
Churchill, G. A., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(November), 491-504.
Collier, J. E., & Bienstock, C. C. (2006). Measuring service quality in e-retailing. Journal of Service Research, 8(3), 260-275.
Cox, J., & Dale, B. G. (2001). Service quality and e-commerce: An exploratory analysis. Managing Service Quality, 11(2), 121-131.
Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55-68.
Czepiel, J. A., (1974). Perspective on customer satisfaction. New York: American Management Association.
Czepiel, K., & Rosenberg, L. J. (1976). Consumer satisfaction: Toward an integrative framework. Proceedings of the Southern Marketing Association, 12(3), 169-171.
Day, R. L. (1984). Modeling choices among alternative responses to dissatisfaction. Advances in Consumer Research, 11, 496-499,
Elaine, G., & Caroline, A. (2001). Student satisfaction survey gap analysis. Retrieved October 3, 2009, from http://www.uc.edu/InstitutionalResearch/pdf_files/research_assessment/StudentSatisfactionInventory/sss01gap.pdf.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior. Fort Worth, TX: Dryden.
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 6-21.
Grönroos, C. (1982). Strategic management and marketing in the service sector. Helsingfors: Swedish School of Economics and Business Administration.
Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 37-45.
Hampel, D. J. (1977). Consumer satisfaction with the home buying process: Conceptualization and dissatisfaction. Cambridge, MA: Marketing Science Institute.
Hans van der Heijden. (2003). Factors influencing the usage of websites: the case of a generic portal in the Netherlands. Information and Management, 40(6), 541-549.
Hoffman, D. L., Novak, T. P., & Chatterjee, P. (1995). Commercial scenarios for the web: Opportunities and challenges. Journal of Computer-Mediated Communication, 1(3), 50-68.
Howard, J. A., & Sheth, J. N. (1969). The Theory of Buyer Behavior. New York: John Willy and Sons.
Hurley, R. F. & Estelami, H. (1998). Alternative indexes for monitoring customer perceptions of service quality: a comparative evaluation in a retail context. Journal of the Academy of Marketing Science, 26 (3), 209 – 221.
IFPI. (2009). IFPI publishes Digital Music Report 2009. Retrieved July 13, 2009, from http://www.ifpi.org/content/library/DMR2009.pdf，
Jarvenpaa, S. L., & Tractinsky, N. (1999). Consumer trust in an Internet store: A cross-cultural validation. Journal of computer-mediated communication, 5(2). Retrieved October 3, 2009, from http://www3.interscience.wiley.com.ezproxy.lib.nsysu.edu.tw:8080/cgi-bin/fulltext/120837783/HTMLSTART
Johnson, M. D., & Fornell, C. (1991). A Framework for Comparing Customer Satisfaction Across individuals and product categories. Journal of Economic Psychology, 12 (2), 267-286.
Ken, G. (2007). Software portability. The CPA Journal, 77(11), 10-12.
Kotler, P. (1997). Marketing management: Analysis, planning, implementation and control (9th ed.). Englewood Cliffs, New Jersey: Prentice Hall.
Kotler, P. (2000). Marketing management. The Millennium. New Jersey: Prentice Hall.
Koufaris, M., Kambil, A., & LaBarbera, P. A. (2001). Consumer behavior in web-based commerce: An empirical study. International Journal of Electronic Commerce, 6(2), 115-138.
Kuo, T., Lu, I. Y., Huang, C. H. & Wu, G. C. (2005). Measuring users’ perceived portal service quality: An empirical study. Total Quality Management and Business Excellence, 16(3), 309-320.
Kuo, Y. F. (2003). A study on service quality of community websites. Total Quality Management and Business Excellence, 14(4), 461-473.
Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11-19.
Lehtinen, U., & Lehtinen, J. (1982). Service quality: A study of quality dimensions. Helsinki, Finland: Service Management Institute.
Li, Y. N., Tan, K. C. & Xie, M. (2002). Measuring web-based service quality. Total Quality Management, 13(5), 685-700.
Lin, H., H., & Wang, Y., S. (2006). An examination of the determinants of customer loyalty in mobile commerce contexts. Information & Management, 43(3), 271-282.
Lin, Wen-Bao. (2007). The exploration of customer satisfaction model from a comprehensive perspective. Expert Systems with Applications, 33(1), 110-121.
Liu, C., & Arnett, K. P. (2000). Exploring the factors associated with web site success in the context of electronic commerce. Information and Management, 38(1), 23-33.
Loiacono, E. T., Watson, R. T., & Goodhue, D. L. (2002). WebQual: A measure of website quality. American Marketing Association, Conference Proceedings, 13, 432-438.
Lovelock. C. H. (1991). Service marketing. Englewood Cliffs, New Jersey: Prentice Hall.
Lynch, J. & Ariely, D. (2000). Wine online: Search costs affect competition on price, quality and distribution. Marketing Science, 19(1), 83-103.
McCutcheon, L. E., Lange, R. & Houran, J. (2002). Conceptualization and measurement of celebrity worship. British Journal of Psychology, 93(1), 67-87.
Miller, J., A. (Eds.). (1977). Studying satisfaction, modifying models, eliciting expectation, posing problem, and meaningful measurement. The conceptualization and measurement of consumer satisfaction and dissatisfaction. Hunt, Cambridge: Marketing Science Institute.
Molteni, L., & A., Ordanini. (2003). Consumption patterns, digital technology and music downloading. Long Range Planning, 36(4), 389-406.
Mooney, J. D. (1997). Bringing portability to the software process. Retrieved December 20, 2009, from http://www.cs.wvu.edu/~jdm/research/portability/reports/TR 97-1.pdf.
Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, 57(3), 25-48.
Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. New York: McGraw-Hill.
Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain: a research agenda. Journal of the Academy of Marketing Science, 28(1), 12-40.
Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(Fall), 41-50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988a). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988b). Communication and control processes in the delivery of service quality. Journal of Marketing, 52, 35-48.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Reassessment of expectations as a comparison standard in measuring service quality : Implications for further research. Journal of Marketing, 58(1), 111-124
Park, C. H., & Kim, Y. G. (2006). The effect of information satisfaction and relational benefit of consumers’ online shopping site commitments. Journal of Electronic Commerce in Organizations, 4(1), 70-90.
Pedhazur, E.J. (1997). Multiple regression in behavioral research. New York: Holt, Rinehart and Winston, Inc.
Powpaka, S. (1996). The role of outcome quality as a determinant of overall service quality in different categories of services industries: An empirical investigation. The Journal of Services Marketing, 10(2), 5-25.
Ranaweera C., & Prabhu, J. (2003). Measurement and Analysis for marketing. London Journal of Targeting, 12(1), 82.
Raviv, A., Bar-Tal, D., Raviv, A., & Ben-Horin, A. (1996). Adolescent idolization of pop singers: Causes, express, and reliance. Journal of Youth and Adolescent, 25(5), 631-650.
Robert, R. P. (2005). Understanding statistics in the behavioral sciences. Hardcover: Wadsworth Publishing Company.
Sandulli, F. D. (2007). CD music purchase behaviour of P2P users. Technovation, 27, 325-334.
Santos, J. (2003). E-service quality: a model of virtual service quality dimensions. Managing Service Quality, 13(3), 233-46.
Sasser, W. E., Olsen, R. P., & Wyckoff, D. D. (1978). Management of service operations: Text, cases and readings. Boston: Alley & Bacon.
Schaupp, L. C., & Bélanger, F. (2005). A conjoint analysis of online consumer satisfaction. Journal of Electronic Commerce Research, 6(2), 95-111.
Shohreh, A. K., & Christine, I. B. (2000). A proposal to assess the service quality of online travel agencies: An exploratory study. Journal of Professional Services Marketing, 21(1), 63-88.
Stevens, P., Knutson, B. & Patton, M. (1995). Dineserv: A tool for measuring service quality in restaurants. The Cornell Hotel and Restaurant Administration Quarterly, April, 56-60.
Stewart, H., Hope, C. & Muhlemann, A. (1998). Professional service quality. Journal of Retailing and Consumer services, 5(4), 209-222.
Szymanski, D. M., & Hise, R. T. (2000). E-satisfaction: An initial examination. Journal of Retailing, 76(3), 309-322.
Teo, T., Lim, V., & Lai, I. L. (1999). Intrinsic and extrinsic motivation in Internet usage. OMEGA, 27, 25-37.
Thorbjornsen, T., Asp, T., Jorgensen, K., & Nielsen, T. H. (2002). Starch biosynthesis from triose-phosphate in transgenic potato tubers expressing plastidic fructose-1, 6-bisphosphatase. Planta, 214, 616–624
Wakefield, R. L. (2001). Service quality. The CPA Journal, 71(8), 58-60.
Watson, R. T., Pitt, L. F., & Kavan, C. B. (1998). Measuring information systems service quality: lessons from two longitudinal case studies. MIS Quarterly, 22(1), 61-79.
Westbrook, R. A., & Oliver, R. L. (1991). The dimensionality of consumer emotion patterns and consumer satisfaction. Journal of Consumer Research, 18, 84-91.
Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: Dimensionalizing, measuring & predicting etail quality. Journal of Retailing, 79, 183-198
Woodside, A. G.., Frey, L. L., & Daly, R. T. (1989). Linking service quality, customer satisfaction, and behavioral intentions. Journal of Health Care Marketing, 9(4), 5-17.
Xie, M., Wang. H., & Goh, T. N. (1998). Quality dimensions of Internet search engines. Journal of Information Science, 24(5), 365-372.
Yang, Z. S., Cai, Z. Z. & Zhou, N. (2005). Development and validation of an instrument to measure user perceived service quality of information presenting Web portals. Information and Management, 42(4), 575–589.
Yoo, B., & Donthu, N. (2001). Developing a scale to measure the perceived quality of Internet shopping sites (SITEQUAL). Quarterly Journal of Electronic Commerce, 2(1), 31-47.
Zeithaml, V. A., & Binter, M. J. (1996). Service marketing. New York: McGraw-Hill.
Zeithaml, V. A., Parasuraman, A. & Malhotra, A. (2002). Service quality delivery through web sites: A critical review of extant knowledge. Academy of Marketing Science, 30(4), 362-375.
Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2005). E-S-QUAL: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233.