音樂商品一直是社會大眾生活娛樂的要素之一，然在製作成本提高、數位科技進步及盜版等多重因素的衝擊下，音樂市場及唱片業者都受到了極大的生存挑戰。本研究以大學生為研究對象，探討此一消費族群購買音樂商品的消費特徵與行為特性，研究結果可做為業者在制定行銷策略與手段時的參考。

　　　　　Musical products have long been a major element in the entertainment of the general public. However, both the market and music producers are facing an agonizing situation posed by high production costs, widespread misuse of information technology and violations of intellectual property rights. The purpose of this survey study is to construct a profile of the musical purchasing behavior of university students. By doing so, practical programs for marketing campaigns can be devised.