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Research article

Music streaming services: agreement the drivers of customer buy and intention to recommend

Nether a Creative Commons license

Open access

Abstruse

The music industry has undergone tremendous changes in relation to its production, distribution, and consumption habits due to the exponential evolution of new technologies, namely streaming platforms. The fact that sales of physical copies continue to decline significantly made it mandatory for this industry to reinvent itself by introducing music streaming services as a key part of its business concern development. This study aims to understand the factors that influence music consumption through streaming platforms, particularly studying the intention to adopt premium (paid) versions of a music streaming service and recommend them. An extension of the UTAUT2 model (version of the Unified Theory of Acceptance and Use of Applied science, applied to the consumer side) was created. Based on data collected from 324 music streaming services users, the framework of this study was tested using structural equation modelling (SEM). Research also included in-depth semi-structured interviews in lodge to generate a more than profound knowledge about the profile, behaviours and motivations of the new music consumer. Our findings confirm that habit, functioning expectancy and price value play the almost important role in influencing the intention to employ a paid music streaming service. Simultaneously, new dimensions such equally personalisation, attitude towards piracy and perceived freemium-premium fit arise as having an additional relevant role in adopting this type of service. The enquiry contributes insights into music streaming services consumer behaviour, providing several theoretical and practical implications to music streaming services providers.

Keywords

Adoption

Customer buy

Intention to recommend

SEM

Music streaming services

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© 2021 The Author(s). Published by Elsevier Ltd.