自從2004年起，隨著線上音樂平台以及P2P檔案分享的出現，實體專輯的銷售額經歷劇烈地衰跌。近年來，大部分消費者的聽音樂方式已從實體形式轉向串流音樂，因為他們不只可以決定何時與何地透過平台來播放音樂，也能夠個人化播放清單，包含歌曲到清單封面。有趣地，在2016年實體專輯收入仍佔了全球音樂市場的34%，這也顯示出實體專輯仍具有市場潛力。然而，此議題在近年卻鮮少被討論。因此，本研究的主要目的為找出能夠刺激實體專輯購買動機的策略。透過探討產品客製化的效果，我們提出產品價值以及體驗價值對於客製化知覺價值和購買動機有正向的影響，而知覺價格對於客製化知覺價值有著負向的影響。
問卷皆從社群媒體發放與收取。研究結果驗證研究所提出變數之間的關係，產品價值以及體驗價值皆對客製化知覺價值有著顯著的正向影響，而客製化知覺價值也正向影響購買動機。此外，本研究顯示知覺價格對客製化知覺價值有著負面影響。因此，本研究結論如下：線上音樂平台提供的實體專輯客製化會正向顯著地影響消費者的知覺價值，並進而促成更高的購買動機；越高的知覺價格會產生越低的客製化知覺價值；不同的線上音樂平台，YouTube和串流音樂平台，在實體專輯客製化的知覺價格和知覺價值之間的關係存在著顯著差異。

As the emergence of online music platforms and peer-to-peer file sharing, the sales of physical albums have been decreased dramatically since 2004. In recent years, most consumers have shifted from physical format to streaming music to listen to music, because they can personalize the playlists including the songs and the covers and decide when and where to play the music via the platforms. Interestingly, in 2016, the physical revenues still account for 34% of global music market, which indicates that physical album still has its market potential. However, this issue is rarely discussed in previous research. As a result, the primary objective in this study is to find a new strategy to stimulate the purchase intention of physical albums. By examining the effect of product customization, we propose that product value and experience value positively influence on perceived value of customization and purchase intention. While perceived price has a negative impact on perceived value of customization.
Data were collected via social media (Facebook and PTT). The results support the proposed relationships among research variables. Product value as well as experience value both have significantly positive influence on perceived value of customization, which further affect purchase intention positively. Also, the negative effect of perceived price on perceived value of customization is supported. Specifically, CD customization provided by online music platforms would effectively affect respondents’ perceived value, and further trigger higher purchase intention of CD. In addition, the higher perceived price that respondents perceive, the lower perceived value of customization would generate. Last, different types of online music platforms (e.g., YouTube and Streaming music platforms), would influence perceived price on perceived value of customization differently.

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