University of Twente Student Theses
Paying for music and more: Investigating drivers and inhibitors of purchase intention for music streaming services in China
Wang, Qiqi (2022) Paying for music and more: Investigating drivers and inhibitors of purchase intention for music streaming services in China.
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| Abstract: | This study aims to determine the drivers and inhibitors of the Chinese consumers’ purchase intention for music streaming services (MSS) based on a research model integrating the Social Cognitive Theory (SCT) and Value-based Adoption Model (VAM). A quantitative survey method targeting Chinese individuals (N=461) was conducted. After a three-step hierarchical regression analysis, the factors of usefulness, enjoyment, music affinity, attitude towards copyright, descriptive norms, and income level were shown as the drivers of purchase intention, and perceived monetary cost and habit of unpaid listening were found to be the inhibitors of purchase intention for MSS. Moreover, the mediating role of habit of unpaid listening, perceived monetary cost, usefulness and enjoyment were also demonstrated. The final model could explain 69.1% of the variance in purchase intention for paid MSS. This study proves VAM as a robust theory in predicting purchase intention in the Chinese MSS context and recommends categorising perceived ease of use as an antecedent of usefulness and enjoyment. SCT is also demonstrated as a valuable addition to VAM and able to serve as a comprehensive theoretical framework. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies, 70 social sciences in general, 83 economics |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/92606 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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