隨著數位時代的到來，串流形式開啟了音樂產業嶄新的面貌，並且轉變消費者既有的聆聽習慣，使得國內外各大音樂串流平台越來越受到青睞。另外，成熟的網路環境也為音樂服務商，提供免費增值商業模式良好的應用條件，例如音樂串流平台Spotify即基於免費增值，同時推出免費版與付費版來吸引用戶。
對免費增值服務商而言，用戶由免費轉為付費的「轉換率」為其關注焦點，因此本研究以Spotify為研究對象，並藉由「推-拉-繫住力」理論來探討影響用戶升級至付費版的重要因素。研究架構以廣告干擾為推力效果，升級成本及慣性為繫住力效果，同儕影響、存檔及無所不在被視為拉力效果。
本研究利用網路問卷針對Spotify免費版用戶進行調查，並以412份有效樣本進行分析。由多元迴歸分析結果顯示，升級成本與慣性皆會對升級意圖產生負向影響，廣告干擾、同儕影響和無所不在則皆會正向影響升級意圖，其中同儕影響的影響效果為整體模型最大，慣性次之。
另由分析結果可知，廣告干擾、同儕影響及存檔皆會干擾慣性對升級意圖的作用，使慣性的負向影響力趨於緩和。綜合上述，本研究針對上述進一步提出實務建議，以供運用免費增值服務之音樂串流平台，有效累積付費用戶數之策略參考。

With the advent of the digital age, music streaming platforms are becoming more and more popular. In addition, the mature network environment also provides good application conditions for music service providers who adopt the freemium business model. For them, the "conversion rate" of users switching from free to premium is the key. Therefore, this study investigates the key factors influencing the upgrading intention of Spotify users through the perspective of the “Push-Pull-Mooring Theory”. “Intrusiveness of advertising” is identified as a push factor. “Upgrading cost” and “inertia” are identified as mooring factors. “Peer influence”, “archive” and “ubiquity” are identified as pull factors. This study used an online questionnaire to survey users of Spotify Free and analyzed 412 valid samples. The results of multiple regression analysis show that upgrading cost and inertia will have a negative impact on upgrading intention, while intrusiveness of advertising, peer influence and ubiquity will have a positive impact on upgrading intention. Among them, peer influence has the greatest influence on the overall model, followed by inertia. In addition, intrusiveness of advertising, peer influence, and archive will moderate the influence of inertia on upgrading intention, and the negative influence of inertia tends to be alleviated. Based on the above, this study provides practical suggestions to let the music streaming platforms that use the freemium business model effectively accumulate the number of paying users.

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