Publicação
Online music streaming services: what motivates consumers' intention to go premium?: a study of the factors that may influence the intention to adopt music as a service
| Resumo: | This thesis has as its primary purpose the analysis of consumers’ intention to use the paid version of a music streaming service. The objective is to develop and test a model which includes consumers’ views and attitude toward piracy, the importance given to several platform attributes, the perceived value of these paid services and their influences on willingness to pay and intention to use. The responses of 924 individuals were analysed using a Structural Equations Model. The results show that attitude toward piracy does not influence the intention to use a paid music streaming service, while the perceived value of the service and the willingness to pay for it positively influence the behavioural intention. The limitations of this research are mainly related to the methodology, in which the quantitative nature of this study cannot fully incorporate the complexity of the music consumption behaviour, hence further research should also integrate a qualitative dimension. The practical implications include, for example, the improvement of platform attributes to assure a differentiation factor between services; special prices campaigns to certain consumer segments; and marketing campaigns at arts and music events. This research adds to the literature by evaluating the effects (or lack thereof) of platform attributes and attitude toward music piracy on young people’s intentions to use paid streaming services. |
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| Autores principais: | Barros, Filipa Figueiredo |
| Assunto: | Music streaming services Music piracy Consumer behaviour College students SEM Serviços de Streaming de música Pirataria Comportamento do consumido Estudantes universitários Equações estruturais |
| Ano: | 2017 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade do Minho |
| Idioma: | inglês |
| Origem: | RepositóriUM - Universidade do Minho |
| Resumo: | This thesis has as its primary purpose the analysis of consumers’ intention to use the paid version of a music streaming service. The objective is to develop and test a model which includes consumers’ views and attitude toward piracy, the importance given to several platform attributes, the perceived value of these paid services and their influences on willingness to pay and intention to use. The responses of 924 individuals were analysed using a Structural Equations Model. The results show that attitude toward piracy does not influence the intention to use a paid music streaming service, while the perceived value of the service and the willingness to pay for it positively influence the behavioural intention. The limitations of this research are mainly related to the methodology, in which the quantitative nature of this study cannot fully incorporate the complexity of the music consumption behaviour, hence further research should also integrate a qualitative dimension. The practical implications include, for example, the improvement of platform attributes to assure a differentiation factor between services; special prices campaigns to certain consumer segments; and marketing campaigns at arts and music events. This research adds to the literature by evaluating the effects (or lack thereof) of platform attributes and attitude toward music piracy on young people’s intentions to use paid streaming services. |
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