近年來網路平臺發展迅速，連音樂也出現了自己的平臺，不僅讓音樂人有了網路創作的空間，並且也改變了現代人對於音樂消費的模式。本研究的目的為：（一）探討虛擬經驗對於關係品質之影響；（二）探討虛擬經驗對忠誠度之影響；（三）探討不同使用者人口變項對虛擬經驗、關係品質與顧客忠誠度之差異性。本研究依照文獻所定義的構面進行網路問卷施測，回收有效樣本250份。本研究發現在探討虛擬經驗與關係品質、虛擬經驗與顧客忠誠度之影響時，使用者會較重視逃避現實的經驗，使用者傾向於沉浸在平臺上，長時間的聆聽音樂或搜尋喜愛的音樂人。研究結果顯示，對於使用者在使用MySpace平臺時，會對平臺所提供音樂的豐富性較為重視；對於經營者而言，MySpace平臺的會員制度較為類似一般部落格形式；對於平常來MySpace上聆聽音樂的人，並不需要加入會員就可以達成，所以建議經營者應該多對MySpace會員有更多的權限及福利，以維護平臺會員的制度。

In recent years, social network has developed quickly. This trend provides music with the opportunity to have its own network platform. This kind of platform not only enables musicians to compose and to share music via network but also changes the modern way of music consumption. The purpose of this study is threefold: (1) to investigate the impact of virtual experience on the relationship quality (between a customer and a music platform); (2) to explore the impact of the virtual experience on the customer loyalty (to a platform); (3) to analyze the effects of participants' demographic variations manifested themselves in the aforementioned factors (i.e., virtual experience, relationship quality, and customer loyalty). This study was based on an Internet survey with 250 valid samples. The result shows that when it comes to the impact of virtual experience and relationship quality, a user will put more emphasis on escapism experience. The user tends to be immersed in the virtual space, prolonged listening to music or searching for their favorite music. The result also shows that the user attach importance to get richer music selections on MySpace. The members of the MySpace music platform system is more like a general form of blogs. If the user wants to listen to free music on MySpace, he/she can reach it without joining the membership. In these regards, an operator running an independent music platform should put more emphasis on providing privileges and benefits to the members to maintain the member's system.