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Music Consumers’ Adoption of Smart Speakers in the Field of Music : How do music consumers adopt towards (musical) smart speakers with reference to music marketing?

Schudzich, Tim (2019) Music Consumers’ Adoption of Smart Speakers in the Field of Music : How do music consumers adopt towards (musical) smart speakers with reference to music marketing?

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Abstract:As more and more technologies are evolving in today’s age, smart speakers are amongst the current leading media in in the realm of voice-assistant devices that incorporate artificial intelligence to facilitate the functionality for the user. Through its broad technical make-up, the smart speaker can connect and intertwine its different functional components with one another. Thus, it creates and establishes an elaborate experience for the user. In particular, music can be regarded as one of the smart speaker’s key features. Since music has been going through a digital change in the last decade and streaming services have become listeners’ preferred medium to consume it, the smart speaker offers new unique possibilities to implement and market music. Consequently, the field of music marketing can profit from the examination of music consumers’ notion regarding the usage of (musical) smart speakers. This study aims to investigate music consumers’ intention to adopt towards (musical) smart speakers based on the adoption predictors Perceived usefulness, Facilitating conditions, Enjoyment, Autonomy, Security, and Openness/Innovativeness. Moreover, the relation of demographic variables such as Age, Living situation, and Music anticipation were included. Therefore, an online survey was conducted which measured 144 participants’ adoption behavior towards (musical) smart speakers with regard to the aforementioned predictors. Overall, Perceived usefulness, Enjoyment, Security, and Openness/Innovativeness unveiled to be significant predictors for music consumers’ intention to adopt. In contrast, Facilitating conditions and Autonomy did not have an effect on the intention to adopt which could be based on Facilitating conditions’ broad scope in thematic variety and the fact that the user is aware of the device’s quintessential aspect of Autonomy with respect to its artificial intelligence. Hence, marketing implications could be formulated for the validated predictors to foster the adoption process and usage of the (musical) smart speaker. The main implications included, amongst others, advertisement campaigns, the creation and usage of exclusive voice-based tools, and informative instruction videos/tools.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Computer Science BSc (56964)
Link to this item:http://purl.utwente.nl/essays/78358
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