Publicação
Perception preferences and loyalty in the music streaming platforms: methodological and survey design for perceptual maps
| Resumo: | As the European streaming market matures, competition shifts to user retention. This study investigates consumer perception, willingness-to-pay (WTP), and loyalty among Gen Z and Millennials using Perceptual Mapping and Choice-Based Conjoint analysis. This individual report focuses on the methodology and survey design for Perceptual Maps, utilizing factor analysis to capture consumer perception and attribute ratings. The research establishes a robust framework for visualizing the competitive landscape and validating data collection. By focusing on the design of the research instrument, this study validates the empirical foundation necessary for strategic analysis, bridging the gap between theoretical frameworks and practical insights. |
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| Autores principais: | Yang, Bowen |
| Assunto: | Perceptual mapping Factor analysis Survey design Music streaming service |
| Ano: | 2026 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | As the European streaming market matures, competition shifts to user retention. This study investigates consumer perception, willingness-to-pay (WTP), and loyalty among Gen Z and Millennials using Perceptual Mapping and Choice-Based Conjoint analysis. This individual report focuses on the methodology and survey design for Perceptual Maps, utilizing factor analysis to capture consumer perception and attribute ratings. The research establishes a robust framework for visualizing the competitive landscape and validating data collection. By focusing on the design of the research instrument, this study validates the empirical foundation necessary for strategic analysis, bridging the gap between theoretical frameworks and practical insights. |
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