本研究應用「人口遷徙理論」之觀點探討消費者對線上訂閱型音樂服務之購買意願。採用問卷調查法，以線上訂閱型音樂服務平台之使用者為調查對象，使用SmartPLS2.0進行問卷分析。研究結果顯示，拉力對消費者的影響最大，其次依序為推力和繫住力，其中拉力和推力對消費者知覺價值感受度皆有正向顯著影響，繫住力則為反向顯著關係，消費者知覺價值會正向顯著影響服務的購買意願。因此，服務提供者若要提升消費者的購買意願，必須滿足消費者對服務使用方便性和實用性的追求，以及對服務的信任。

This study uses the perspective of “Push-Pull-Moor” theory to explore consumers' purchase intention on online subscription-based music services. Questionnaires are used to investigate users of online subscription-based music service platforms. After collecting questionnaires, SmartPLS2.0 is adpoted for analysis. The results show that the pull effect has the greatest impact on consumers, followed by push effect and mooring effect in order. Among them, push effect and pull effect have significantly positive impact on consumers' perception of perceived value, and mooring effect is exactly the reverse. The perceived value of consumers positively influences purchase intention. Therefore, if service providers want to increase consumers' purchase intention, they must firstly satisfy the consumers' quest for convenience, practicality, and trust in services.