訂閱經濟正在改變消費者的消費模式，加上物聯網等資訊科技的蓬勃發展，企業必須透過科技工具以接觸消費者。2000年之後，音樂產業順勢開始發展線上服務，其內容開始在線上傳遞，消費者可以透過多種平台取得資源。數個串流音樂平台的相繼成立，使消費者不需透過付費下載，只需繳納訂閱會費，就能取得無限瀏覽、聆聽各種音樂的權利，如KKBOX、Spotify、Apple Music等串流音樂平台，均已成為消費者生活上不可或缺的一部分。近年來，電子郵件技術的不斷更新，已成為企業與消費者溝通的重要管道，而企業也能藉此接觸到更龐大的消費者，進而獲取有利的數據進行分析，以發展企業的策略。
本研究藉著這股科技及音樂的發展趨勢，探討電子郵件行銷對於消費者線上訂閱型音樂服務之訂閱意願之影響，且是否會受到網路外部性的中介而有所差異。本研究根據文獻探討建立了相關量表，並進行網路問卷發放，共發放471份問卷，刪除86份無效問卷後，共針對385份有使用訂閱型音樂服務平台者進行分析。
研究結果顯示：（一）訂閱意願會受到電子郵件行銷的正向影響；（二）訂閱意願中的主觀感受不會受到電子郵件行銷的正向影響；（三）訂閱意願中的必要性會受到電子郵件行銷的正向影響；（四）訂閱意願中的安全考量不會受到電子郵件行銷的正向影響；（五）網路外部性會受到電子郵件行銷的正向影響；（六）訂閱意願會受到網路外部性的正向影響；（七）主觀感受、必要性、安全考量會受到網路外部性的正向影響；（八）電子郵件行銷會透過網路外部性的中介效果影響訂閱意願；（九）電子郵件行銷會透過網路外部性的中介效果影響主觀感受、必要性及安全考量。

the subscription economy is changing consumers' consumption patterns. after 2000, the music industry began to develop online services, and consumers can obtain resources through multiple platforms. several streaming music platforms have been established successively, so that consumers do not need to pay for downloads, but only need to pay a subscription fee to get unlimited browsing and listening to various music rights, such as kkbox, spotify, apple music and other streaming music platforms. both have become an indispensable part of consumers' lives. in recent years, the continuous updating of e-mail technology has become an important channel for companies to communicate with consumers, and companies can also use this to reach a larger number of consumers, and then obtain favorable data for analysis to develop corporate strategies. this research aims to explore the influence of email marketing on consumers' willingness to subscribe to subscription-based music services platforms, and whether it will be different by the intermediary of network externalities. this study established a relevant scale based on literature research and distributed online questionnaires. a total of 385 valid questionnaires were analyzed. the results showed that: (1) subscription willingness will be affected by email marketing; (2) internet externalities will be affected by email marketing; (3) subscription willingness will be affected by network externalities; (4) email marketing will affect subscription willingness through network externalities.

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