Digital Music: A Study of Factors in Influencing Online Music Streaming Service Purchase

Abstract

Digitalization have caused the online subscription service industry to be one of the fastest growing industries in recent years especially the online music streaming service. To cope with the changes of the market demand transitioning from physical to digital, many companies from the music industry have been focusing on the digitalization of music streaming service as it is the most profitable subscription-based service. Therefore, it is crucial to examine the factors that may influence the adoption of online music streaming service, the Purchase Intention in the fee-based subscription. The objective of this study is to identify the factors that will affect the willingness of the consumers to subscribe to online music streaming service (Purchase Intention). Online questionnaire is conducted and the result is analysed by Pearson Correlation and Cohen’s f², effect size. The findings show that Perceived Value (r=0.513, f²=0.36), Tangibility Preference (r=-0.349, f2=0.14), Music Affinity (r=0.229, f²=0.06) and Music Piracy Awareness (r=-0.380, f2=0.17) are the factors that will significantly influence the consumers’ Purchase Intention in online music streaming service.

Keywords: Online Music Streaming Service, Perceived Value, Tangibility Preference, Music Affinity, Online Music Piracy

Authors

Chai Jian Yong [1] ; Ken Lee Kit Khen [2] ; Chan Kah Him [3] ; Wan Shao Xuan [4] ; Ting Tin Tin [5]

[1][2][3][4] Faculty of Computing and Information Technology, Tunku Abdul Rahman University of Management and Technology, Kampus Utama, Jalan Genting Kelang, 53300, Wilayah Persekutuan Kuala Lumpur, Malaysia

[5] Faculty of Information Technology, INTI International University, Negeri Sembilan, Malaysia

[5] tintin.ting@newinti.edu.my

Cite Me

Plain Text:

J.Y.Chai, L.K.K.Ken, K.H.Chan, S.W.Wan, T.T.Ting, "Digital Music: A Study of Factors in Influencing Online Music Streaming Service Purchase," International Conference on Digital Transformation and Applications (ICDXA) 2021, 2021, pp. 168-175, doi: https://doi.org/10.56453/icdxa.2021.1018.

BibTex:

@INPROCEEDINGS{ICDXA202118,
author={Chai, Jian Yong and Ken, Lee Kit Khen and Chan, Kah Him and Wan, Shao Xuan and Ting, Tin Tin},
booktitle={International Conference on Digital Transformation and Applications (ICDXA) 2021},
title={Digital Music: A Study of Factors in Influencing Online Music Streaming Service Purchase},
year={2021},
volume={},
number={},
pages={168-175},
doi={https://doi.org/10.56453/icdxa.2021.1018}}