隨著近年少子化現象及音樂相關系所畢業人數攀升等情況，可以預見對於音樂教學市場結構的衝擊，低齡學習者市場可能傾向日益萎縮。擴張潛在市場是考慮的方向之一，市場的經營有賴行銷策略的擬訂及運用，而有效的行銷策略來自對市場性格的掌握程度，亦即所有消費者行為相關研究之目的。
　　過往相關研究對象多集中於兒童，且多為音樂教學成效或方法等議題，少有以成人學習者為研究對象，以成人為主的音樂學習研究亦多為國外經驗。本研究試圖藉由消費者行為的理論途徑，進一步探索成人在學習鋼琴時所面臨的消費決策與學習情形，希冀瞭解成人學習者的市場特性，補足目前相關研究領域的空缺。藉由文獻探討鋼琴課程的本質與特性以及學習鋼琴的消費情境脈絡，本研究以消費動機、知覺風險、滿意度、決策考量等因素為主軸，針對20 歲以上學習鋼琴的成人進行問卷調查與深度訪談。問卷調查共蒐集到126 位有效問卷，並深度訪談8 位成人學習者，經分析後研究結論如下：
一、目前成人學習鋼琴市場以女性為多；整體而論，年齡多位於20 至39 歲區間，傾向高教育程度，職業類型廣泛，月均收入30,001 至45,000 元區間比例為多；過去多具有學習鋼琴的經驗，主要學習「流行音樂」或是「同時學習古典與流行」。
二、成人學習鋼琴的消費動機主要可分為「內在刺激」與「外在刺激」，自身內在刺激是產生動機的主要因素；多半為了「自己」而產生此消費行為，追求自我需求的滿足。
三、成人學習者經常僅能於資訊有限的情況下作出決策；資訊搜尋管道以附近音樂教室為主，其次為親友資訊及網路資訊。
四、成人學習鋼琴消費歷程的整體知覺風險程度偏向中低，構面中以時間風險較高；整體滿意度高，普遍認為學琴對「彈奏技術」有實質效益，但在「音樂欣賞能力」的獲得相較為低。
五、成人學習鋼琴的決策考量最重視「教師性格與態度」、「教學方法」，「交通便利程度」及「音樂教室環境設備」次之；然而教師的學經歷非首要考量。
六、成人的鋼琴練習行為可區分成「全心投入型」、「定量型」及「隨心所欲型」，其中以「定量型」及「隨心所欲型」的成人學習者為多；消費期望多為「持續學習」及「彈奏喜愛歌曲」；綜合而言，鋼琴成人學習者市場區分為「興趣集中型」與「休閒導向型」。

The trend of fewer children and the increasing number of graduates who major in music would impact the music teaching market. The market of children students would be shrinking. To extend the potential market is worth considering. The operation of market depends on effective marketing strategies. Effective marketing strategies are based on the researching degree of the target market. It is also the purpose of all about the consumer behavior researches.

The topics of many extant literatures are regarding music education or music teaching methods of children. There are few related literatures are regarding adult students in Taiwan. For this reason, we attempted to use the theories in consumer behavior literatures to explore the market characters of adult piano students. We want to understand more about the consumer and learning experience of adult piano students. We expect this study would enrich the related literatures of adult music learning. After reviewing literatures about the characters of piano lessons and the situational factors of consumption, we decided to explore adult piano students’motivation, perceived risk, satisfaction degree, decision-making etc. The methods were questionnaire survey and in-depth interview. The respondents of questionnaire and interviewees are adult piano students who are over 20 year-old.

We collected 126 valid questionnaires and interviewed 8 adult piano students.The findings and results are summarized as follows：
1. Most adult piano students are women in this market. Generally speaking, most adult piano students are in the range of 20 to 39 years old. Their characteristics are well - educated, from different occupations. Most of them have monthly income in the range of 30,001 to 45,000 NT dollars. Most of them had experience of learning piano. Most of them are primarily learning "pop music" or "classical and pop music".
2. The consumption motivation of adult piano students can be divided into "internal stimulus" and "external stimulus". Their own intrinsic stimulus is the main factor of consumption motivation. They play the piano mostly for themselves.
3. Adult piano students often made their decisions with limited information. The major searching channel is the nearby music class. The following searching channels are the information on network and the information from their families, relatives ,or friends.
4. The perceived risk of adult piano students is not high, time risk is higher in the risk dimension. Their satisfaction degree is high, they generally agreed the actual benefit of piano lessons was “technique”, but the benefit of “appreciation of music”was less.
5. The important considerations in decision-making of adult piano students were “character and attitudes of teacher”, “teaching methods”. The following were “traffic convenience” and “the environment and equipment of music classroom”; however, “the educational background and experiences of teacher” was not a top
priority for most adult piano students.
6. According to the practice behavior, it can be divided into “passion type”, “regular type”, and “free type”. Adult piano students are mostly “regular type” or “free type”. The consumption expectations of adult piano students are mostly “to learn the piano continually” and “to play their favorite songs”. To sum up, the market of adult piano students can be divided into “interest - orientation” and “leisure - orientation”.

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參、網路資料
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