本研究檢驗五大性格特質（神經質、外向性、親和性、盡責性、經驗的開放性）,線上流音樂的訂閱動機和品牌態度對訂閱優惠音樂意願的影響。 本研究採用定量研究方法。 本研究對象是印尼 Spotify 用戶, 使用調查問卷的工具。 調查問卷使用序數量表排列和封閉式問題，即六答案偏好級的Likert量表。 親和性和經驗的開放性正向得影響享樂動機，但價值不顯著。 外向性正向得影響功利動機，但結果價值不顯著。 享樂動機和功利動機對品牌態度的影像顯示正向和顯著的影響。享樂動機和功利動機對訂閱意願顯示不同的影響結果。 享樂動機對訂閱意願的影響是負向和不顯著，而功利動機變量對訂閱意願有最高的影響結果。在調解部分，品牌態度負向得調解享樂動機和音樂訂閱的意願。 相比之下，在調節功利動機和音樂訂閱意願，品牌態度產生中等正向價值。這表明品牌態度減少訂閱意圖中的享受快樂、幸福和購物想法動機。 相比之下，在調節功利動機和音樂訂閱意願，品牌態度產生中等正向價值。

This study examines the influence of big five variables (neuroticism, extroversion, agreeableness, conscientiousness, openness to experience dimensions), subscribe motivations, and brand attitude toward subscribe intention. This research uses quantitative research approach. The sample target of this research is Spotify subscribers in Indonesia. The questionnaire is the instrument of this research, and it is arranged with closed questions based on an ordinal scale, which is Likert Scale with six level answer preferences. Agreeableness and Openness positively influenced hedonic motivation with insignificant effect. Extroversion positively influenced utilitarian motivation with insignificant effect. Hedonic Motivation and Utilitarian Motivation positively and significantly influence Brand Attitude. The study results also showed that Hedonic Motivation and Utilitarian Motivation has different influence value on Subscribe Intention. Hedonic motivation has negative and insignificant effect on Subscribe Intention, while Utilitarian Motivation has the highest influence value on Subscribe Intention. In terms of mediation effect, Brand Attitude negatively mediates Hedonic motivation on Subscribe Intention. It shows that Brand Attitude lowered the motivation to enjoy pleasure, happiness, and shopping ideas in Subscribe Intention. In contrast, Brand Attitude mediated Utilitarian Motivation on Subscribe Intention in positive direction.

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