本研究的目的以科技接受模式探討影響國內消費者使用線上音樂服務的可能影響因素，並同時考慮消費者對於線上音樂服務的知覺有趣、知覺風險以及道德強度，以延伸科技接受模式，瞭解消費者對於線上音樂服務的使用知覺、使用態度以及行為意願之間的相互關係。
本研究於國內四家合法線上音樂業者網站之音樂討論區，發放網路問卷，有效問卷共有371份，樣本與調查皆顯示線上音樂族群以年輕學生在市場中佔了大部份比例，之後以驗證性因素分析以及結構方程模式進行實證分析，結果發現知覺有用為影響消費者使用線上音樂服務最主要因素，線上音樂服務帶來的有用與實用性，都會提高消費者想要使用線上音樂服務的意願，也會推薦其他人去使用，雖然目前線上音樂服務普及性尚不高，目前部份消費者仍以使用非法線上音樂服務情形居多，造成其直接影響不顯著，但是仍會透過使用態度造成間接影響；同時知覺有趣也透過使用態度間接影響行為意願，業者需要在線上音樂服務中提供更多的多媒體以及娛樂性質服務，而讓消費者會想要去使用；影響知覺有趣因素包括知覺容易使用，業者在設計使用介面平台時，應以服務顧客為導向，考量到消費者使用時的知覺，人性化的操作介面以及簡單的使用步驟都會影響到消費者對於線上音樂服務的使用態度與意願；然而，影響消費者的行為意願也包括知覺風險，業者不僅要提供高品質的音樂檔案，而消費者在網路上購買音樂時，所填寫個人隱私資料與信用卡卡號也要以更安全的網路加密機制；此外，消費者並不會因為個人道德強度的認知觀，進而影響使用合法線上音樂服務。
最後，本研究在考量變數間相互影響的關聯性與合理性後，發現並驗證了知覺有用對於知覺有趣存在有正向的影響關係，線上音樂多樣化的服務性質也帶給人們在生活之中更多娛樂性，同時提供國內線上音樂業者在推行線上音樂時行銷與服務發展策略上的參考與建議。

The global size of online digital music market was $1.1 billion and the total number of songs downloaded on the Internet reached 0.42 billion in 2005. This fast growing market has attracted the attention of worldwide recording industry. The objective of this study is to incorporate influential factors, user’s perception of enjoyment and risk and moral intensity into technology acceptance model (TAM) to examine the causal relationships between perception, intention and usage of online digital music services.

We distributed Internet questionnaires on the discussion forums of four major online digital music companies in Taiwan and a total of 371 effective samples were collected. To validate the theory, the extended TAM model was tested using confirmatory factor analysis (CFA) and assessed and modified by structural equation model (SEM). Our findings indicate that perceived ease of use is positively related to perceived usefulness and perceived enjoyment, which in turn have a positive influence on attitude toward intention. Perceived risk instead of moral intensity is negatively related to intention toward usage. Finally, it is newly found in the study that perceived usefulness is related to perceived enjoyment.
Some suggestions derived from the findings are summarized for operators and marketers. Simple and easy operational process and humanized interface design of online digital music website make users feel effective and derive cost savings of time and money, and feel enjoyable and curious. The greater risk users perceived on the issues of personal information and quality of music file decreases his/her intention toward usage of online digital music. The high moral intensity toward illegal online music users perceived does not necessarily increase his/her intention toward usage. Effective file/information search, convenient purchase process and time/money saving on online digital music make users feel enjoyable and curious.

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二、網站部份
1.MP3官方網站 http://www.winamp.com
2.台灣IFPI網站 http://www.ifpi.org.tw
3.台灣KKBOX網站 http://www.kkbox.com.tw/
4.台灣Yahoo!奇摩音樂網站 http://tw.music.yahoo.com/
5.台灣Ezpeer網站 http://www.ezpeer.com.tw/
6.台灣Kuro網站 http://www.kuro.com.tw/
7.美國RIAA網站 http://www.riaa.com
8.美國MSN Music網站 http://music.msn.com/
9.美國Napster網站 http://www.napster.com.tw/
10.美國RealPlayer Music網站 http://www.real.com/musicstore/
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12.資訊工業策進會網站 http://mic.iii.org.tw/intelligence/
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