本研究探討消費者對於串流音樂服務的使用行為意向，以及應用科技接受模型對消費者行為意向的影響。研究對象為台灣地區的大學生，透過問卷調查的方式蒐集資料。研究結果顯示，消費者對於串流音樂服務有普遍的認知和使用行為，其中以Spotify、Apple Music等大眾化的串流音樂平台最受歡迎。在應用科技接受模型的影響下，知覺有用性、知覺易用性和知覺相容性等因素對消費者行為意向有顯著的正向影響；而知覺風險和知覺複雜性則對消費者行為意向有負向影響。此外，研究結果也發現性別等個人因素對消費者對於串流音樂服務的使用行為和行為意向有顯著差異。研究結果對串流音樂服務提供者及相關經營者具有實務意義。建議在推廣和設計串流音樂服務時應注重提升知覺有用性、知覺易用性和知覺相容性等因素，並針對不同的消費者群體設計相應的行銷策略和服務內容。 This study investigates consumers' behavioral intentions toward streaming music services and the influence of applied technology acceptance models on their behavioral choices. The research targets college students in Taiwan and data is collected through a questionnaire survey. Results show that consumers generally have awareness and usage behavior of streaming music services, with popular platforms such as Spotify and Apple Music being the most preferred. The applied technology acceptance model reveals that factors like perceived usefulness, ease of use, and the compatibility significantly impact consumers' behavior intentions, while perceived risk and complexity have a substantial adverse effect on their behavioral intentions. Moreover, personal factors such as gender exhibit significant differences in consumers' usage behavior and behavioral preferences for streaming music services. The practical implications of these research findings are essential for streaming music service providers and related operators. It is recommended that they prioritize improving factors such as perceived usefulness, ease of use, and compatibility when promoting and designing streaming music services and create customized marketing strategies and service content for different consumer groups.
