Kwong and Park (2008)
|Kwong and Park (2008)|
|Title:||Digital music services: consumer intention and adoption|
|Author(s):||Kwong, S. W., Park, J.|
|Citation:||Kwong, S. W., & Park, J. (2008). Digital music services: consumer intention and adoption. The service industries journal, 28(10), 1463-1481.|
|Key Related Studies:|
|About the Data|
|Data Description:||217 completed written surveys from Midwestern university students. Questions included surveyed about whether they have used DMS, the speed of their internet connections, the number of hours they go online, whether they play online games regularly (at least once a week), the number of hours they listen to music, whether they burn their downloaded music to CD, the storage size of their MP3 player, and whether they use instant messaging (IM) on a regular basis.|
|Data Type:||Primary data|
|Secondary Data Sources:|
|Data Collection Methods:|
|Data Analysis Methods:|
|Cross Country Study?:||No|
|Government or policy study?:|
|Time Period(s) of Collection:|
In recent years, the popular channel to obtain record albums has shifted from purchasing compact discs to downloading MP3 files. In fact, digital music service (DMS), the industry that sells MP3 songs, has seen tremendous successes and is making hundreds of millions of dollars every year. However, few attempts have been made to understand the consumption behavior of this newly emerging market because it has its own characteristics that have made other behavioral models inapplicable. In this study, we surveyed college students, who are the most active in this market, concerning their DMS subscription behavior. A modified theory of planned behavior (TPB) model was used as the framework. This new model incorporates the technology acceptance model and a new construct, the perceived service quality, into the original TPB model. Based on the survey results, the present study depicts a model that explains subscription behavior and indicates that subjective norm has the most significant effect on the intention to subscribe. Also, features that potential subscribers found important are revealed. The results provide marketing implications for DMS providers and indicate possible direction for future studies.
Main Results of the Study
- Family, friends, colleagues, and peers heavily influences individuals' behaviours and attitudes towards illegal downloading.
- Members of the target demographic are willing to spend money on entertainment of sufficient perceived quality.
- Legal downloading can be encouraged by emphasizing individuality and fashionability of desirable products.
Policy Implications as Stated By Author
Digital music service providers can influence consumer behaviour through marketing making legal downloading desirable and of high quality.
Coverage of Study
|Level of aggregation:||University students|
|Period of material under study:||Not stated|