近年來，網際網路快速興起使得網路產業的商機更形擴大，加上數位商品以無經濟來源的學生族群居多。本研究將藉由北中南六個學校發放600份問卷作為分析大學生族群對於使用線上音樂的考量因素以及不同區域大學生對歌手類型的願付價格之差異。在本研究中發現(1)影響大學生族群使用線上音樂可分為兩個影響因素-實質支付價格和搜尋成本；(2)不同區域的大學生對各種歌手類型的願付價格會有不同，亦即，創作型和偶像型的歌手專輯南北大學生相較於中部學生願付價格偏高，而實力型的歌手專輯南部大學生相較於中北部大學生願付價格偏高歌手；(3)多數大學生對線上音樂單曲下載以0-10元和10-20元的選擇性最高，顯然低於目前市場的單曲下載金額30-35元。

Since digital music is mostly use by university students, the questionnaire method was applied for north, central, and south of Taiwan’s universities and 600 effective retrieved questionnaires. The study results the university students’ purchase factors for digital music are real pay and search cost and they would like to pay for a song is difference in areas and singer types. In addition, the result suggested that the reasonable price for a song is $ 0-10 and $10-20 by singer types, i.e., the current price of $ 30 - 35 for a song is too high and should be adjusted.