Plowman and Goode (2009)
|Plowman and Goode (2009)|
|Title:||Factors affecting the intention to download music: Quality perceptions and downloading intensity|
|Author(s):||Plowman, S., Goode, S.|
|Citation:||Plowman, S., & Goode, S. (2009). Factors affecting the intention to download music: Quality perceptions and downloading intensity. Journal of Computer Information Systems, 49(4), 84-97.|
|Key Related Studies:|
|About the Data|
|Data Description:||215 copies of the same questionnaire were distributed among undergraduate students at a large university. Questionnaires were excluded as usable data if they featured more than 15% missed items. This left a total of 206 usable questionnaires.|
|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:||
Illicit music downloading is a problem for music industry groups. A rational theory of delinquency holds that actors weigh the costs and benefits before committing a deviant act. However, theory developed for physical goods may not apply to digital products. In addition, cultural products have uncertain quality prior to consumption. The intention to acquire such products may be affected by perceived quality. This paper explores the intention to illegally download music from the Internet, focusing on perceptions of quality and cost in the context of heavy downloaders and light downloaders. This study builds and tests an intention model using factors from the behavioral, economic and technological literature. The results indicate that individuals’ attitude, ability to download online music, and the price of legitimate music are the most significant factors affecting individuals’ music downloading behavior. The study finds that both price and quality is important for heavy downloaders but only price is significant for light downloaders. Implications of these findings for the music industry are discussed.
Main Results of the Study
- This study improves upon the current understanding of factors that influence individuals to download online music by exploring an intention model from behavioral, economic and technological perspectives.* Findings show that price was significant for all subjects, but quality only affected heavy downloaders. Perceived equitable relationship affected the intention to download or not, but lost power to discriminate among download intensity thereafter. Attitude, Subjective Norm and Behavioral Control had no effect on intention for nondownloaders.* While downloaders may be aware that their actions are harming the owners of copyrighted music, they are still willing to download music. The findings also suggested that the current legislative efforts to deter illegal online music downloading are not effective.* The study also shows that individuals may have become accustomed to the quality of online music. There is evidence to suggest that the quality of online music no longer affects the music downloading behavior of individuals. Therefore, music industry strategies and economic models which predominantly rely on audio quality are likely to be undermined.
Policy Implications as Stated By Author
The music industry should focus on trying to the raise public awareness towards the fact that consumers are also becoming victims of illegal music downloading.Since it is possible that some actors have become used to or accepting of the deterrent effect of legislation and have rationally chosen to ignore it, future research should also be directed towards finding other factors affecting individuals’ music downloading behavior.
Coverage of Study
|Level of aggregation:||Individual|
|Period of material under study:||Not stated|