|| Today, more and more Websites provide digital music with MP3 formats on the Internet. MP3 is a format that can compress the digital files. Without this format the music program would be overlarge, and the small transmission capacity of the World Wide Web would be insufficient to support such a device. With this technological improvement, the consumers will be benefited from the conveniency of MP3, while the records companies would be threatened by the challenge confronted with the music industry. On the one hand, MP3 may reduce the sales of CDs in the market. On the other hand, it may help bring about various advantages for the record companies in terms of decreasing the marketing cost.|
This thesis aims to discuss the effect of the use of MP3 on CD consumption behavior by surveying the users of the MP3 Websites. The research is based on a well-designed questionnaire on the Internet. Through the promotion in thirteen days, it is received 1532 reply of the questionnaire, and there are 1293 entities considered to be valid samples for the study. The result shows that the correlation between the MP3 use and the CD consumption behavior is positive. That is to say, the users who spend longer time in MP3 Websites will buy more CDs. The more the use frequency of MP3 Websites is, the more the frequency of CD consumption. By comparing those who bought CDs with those who did not during the past twelve months, we find that the former spend longer time in MP3 Websites.
To analyze the consumer's recognition about the influence of MP3 use on CD consumption behavior, our study shows that the consumers think the MP3 Websites use will not effect the CD consumption behavior. It further demonstrates an increasing tendency that the more CDs the consumers purchase, the less influence they think of the MP3 use. Therefore, according to the research, the conclusion of this thesis stands to argue that the use of MP3 Websites will not reduce the CD sales, but rather the records companies may take great advantages of it by promoting the CD market through the performance of MP3 in the Internet.