| Abstract: | 近年來免費聆聽流行音樂管道眾多、音樂產製門檻降低，網路與行動裝置普 及之下，數位串流音樂已成為流行音樂閱聽族群主要管道。加上互動藝術的發展 以及互動電影實際進入電影院的靈感發想。本研究第一部分參考創新擴散理論開發創製一「具詞曲互動功能的流行單曲」，運用非線性敘事方式設計其音樂錄影帶與分歧點，且創作多個音樂版本，將影音結合後供閱聽者互動點選。其中，採 JavaScript語言撰寫網頁互動程式作為載具整合呈現，開發未見於市場的流行音樂呈現模式作為研究對象。第二部份，為瞭解本研究對象為閱聽者帶來哪些異於過往的體驗，以Rogers創新擴散理論與消費者創新性作為理論基礎，將華語流行音樂閱聽族群作為母體，抽樣體驗本研究開發作品後進行問卷實測。在確認問卷信效度後進行量化分析，並輔以專家訪談質性研究。得知，閱聽眾對於本研究對 象具有高度採用意願;在相對優勢、相容性、複雜性、功能與享樂性、社交性、認知性六個構面上都對採用意願具有正向影響與創新擴散理論相呼應，且在相對優 勢構面上影響最大;另外，開發作品中的「再看一次」功能，能夠引起閱聽者高度 興趣，是過去流行歌曲呈現模式所未見的特性;在相容性構面的感知上，有付費聆聽流行音樂經驗的族群也大於無付費經驗的;且25~34歲年齡層與國高中學歷 者認為本開發作品「複雜性」較低，可優先作為行銷推廣目標。建議後續運用上述發現，加速此模式之擴散效率，營造流行音樂領域更多創新契機。
In recent years, there are many channels for free listening to popular music, the threshold of music production has been lowered, and the popularity of Internet and mobile devices has made streaming media the main channel for popular music listening groups. Coupled with the development of interactive art and the inspiration for interactive movies to actually enter the cinema. The first part of this research refers to the innovation diffusion theory to develop and create a " Popular Music Single with Interactive Lyrics and Composition ", using Nonlinear Narrative methods to design its music videos and divergent points, and create multiple music versions, combining audio and video for reading and listening Interactive click. And use JavaScript language to write web interactive programs as a vehicle for integrated presentation, and develop popular music presentation models that have not been seen in the market as the research object. The second part, In order to understand the different experiences that the subject of this study brings to the readers and listeners, we use ''Innovation diffusion theory'' and ''Consumer innovativeness'' as the theoretical basis, taking the Chinese pop music listening group as the parent body, after sampling, experience the research object and fill in the questionnaire. After confirming the reliability and validity of the questionnaire, conduct quantitative analysis, supplemented by expert interviews for qualitative research. I know that the audience has a high willingness to adopt this research object. The six dimensions of relative advantage, compatibility, complexity, function and hedonicity, sociality, and cognition all have a simple linear regression positive correlation to the willingness to adopt, which echoes the innovation diffusion theory, and is in the construction of relative advantage. The biggest impact on the surface; In addition, the "look again" function in the development works can arouse high interest from the audience, which is a feature that has not been seen in the presentation of popular songs in the past.; In terms of compatibility, the groups with paid experience in listening to popular music are also greater than those without paid experience; 25-34 years old and middle school education believe that this development work has low "complexity" and can be prioritized as a marketing promotion target. It is recommended to use the above findings in the follow-up to accelerate the diffusion efficiency of this model and create more opportunities for innovation in the field of popular music. |
