Lee, Park, Kim, Kim and Moon (2011)
|Lee, Park, Kim, Kim and Moon (2011)|
|Title:||Understanding music sharing behaviour on social network services|
|Author(s):||Lee, D., Park, J. Y., Kim, J., Kim, J., Moon, J.|
|Citation:||Lee, D., Yejean Park, J., Kim, J., Kim, J., & Moon, J. (2011). Understanding music sharing behaviour on social network services. Online Information Review, 35(5), 716-733.|
|Key Related Studies:|
|About the Data|
|Data Description:||Data were gathered through a survey of South Korean social network site users, totalling 153 respondents. A Likert scale was adopted in order to measure motivation variables, including: interactivity; perceived ease of use; self-expression; ingratiation; social identity; social presence. Answers were analysed using the partial least squares method.|
|Data Type:||Primary data|
|Secondary Data Sources:|
|Data Collection Methods:|
|Data Analysis Methods:|
|Cross Country Study?:||No|
|Government or policy study?:||No|
|Time Period(s) of Collection:|
“Purpose: The purpose of this paper is to understand music sharing behaviour on social networking services (SNS). This study suggests and examines a research model which focuses on the influences of user motivations, such as self‐expression, ingratiation, altruism, and interactivity, on music sharing behaviour in SNS through social motivation factors.
Design/methodology/approach: Data were collected from 153 Korean SNS (i.e. Cyworld, Naver Blog, Daum Blog, and Tistory) users, who have experience in purchasing music and legally sharing it on SNS. The partial least squares method was used to analyse the measurement and structural models.
Findings: The study shows that interactivity, perceived ease of use, self‐expression, social presence, and social identity are significant positive predictors of music sharing intention on SNS.
Research limitations/implications: This research is significant in light of recent interest in user activities in SNS. Better understanding of the music sharing behaviour on SNS can be prompted by reflecting cultural differences in selecting the SNS for validation with a larger sample size.
Practical implications: The findings emphasise the importance of providing users with interactive, self‐expressive, and easily manageable services in order to increase their intention to share music through SNS. Service providers need to focus on improving the user experience of the systems.
Originality/value: SNS based online music services have been increasing and are a new business model of music content distribution. However no academic research has examined music related services on SNS. This study is the first empirical study analysing music sharing behaviour on SNS.“
Main Results of the Study
Users of social networking sites are motivated to share music (legally) for self-serving factors. This includes self-expression, social presence and social identity. By contrast, peer-orientated factors such as altruism and integration are not significant motivators.
Users are also more motivated to share music where the perceived ease of use of sharing is high. Similarly, high levels of interactivity (e.g. communication, user control and time) are desirable.
Policy Implications as Stated By Author
The study encourages social networking site owners to focus on improving the user experience of music systems. This may include: making systems more interactive and self-expressive (e.g. customisable, status display, communication between users), and; improving ease of use (as regards searching, purchasing and sharing music, removing unnecessary plug-ins etc.).