TY - JOUR
T1 - Factors Influencing Consumer Intention to Subscribe to the Premium Music Streaming Services in China
AU - Chang, Victor
AU - Yang, Yifan
AU - Xu, Qianwen Ariel
AU - Xiong, Chang
N1 - Funding Information:
This research is partly supported by VC Research (VCR 0000123) for Prof. Chang.
Publisher Copyright:
© 2021.
PY - 2021/11/1
Y1 - 2021/11/1
N2 - This study investigates the causes impacting the consumers' intention of the premium music streaming services' subscription in China. An integrated model called the Theory of Streaming Service Acceptance (TSSA) is proposed to explain and predict premium music streaming service subscription behaviors. The TSSA consists of four constructs: attitude, descriptive norm, injunctive norm and perceived behavioral control. The research data was collected in the form of an online survey in China with 120 respondents. Then, interviews were conducted to collect qualitative data from 20 participants. An explanatory sequential mixed method was implemented and the PLS-SEM technique was used to analyze the survey data. The results showed that all constructs in modified research mode, including attitude, injunctive norm and perceived behavioral control except descriptive norm, are indicative predictors for a person's intention toward premium music streaming services' subscription. Significant practical inspirations from the perspective of music streaming services providers are also summarized.
AB - This study investigates the causes impacting the consumers' intention of the premium music streaming services' subscription in China. An integrated model called the Theory of Streaming Service Acceptance (TSSA) is proposed to explain and predict premium music streaming service subscription behaviors. The TSSA consists of four constructs: attitude, descriptive norm, injunctive norm and perceived behavioral control. The research data was collected in the form of an online survey in China with 120 respondents. Then, interviews were conducted to collect qualitative data from 20 participants. An explanatory sequential mixed method was implemented and the PLS-SEM technique was used to analyze the survey data. The results showed that all constructs in modified research mode, including attitude, injunctive norm and perceived behavioral control except descriptive norm, are indicative predictors for a person's intention toward premium music streaming services' subscription. Significant practical inspirations from the perspective of music streaming services providers are also summarized.
KW - Consumption-Based Model
KW - Descriptive Norm and Injunction Norm
KW - PLS-SEM
KW - Premium Music Streaming Service
UR - http://www.scopus.com/inward/record.url?scp=85110081733&partnerID=8YFLogxK
U2 - 10.4018/JGIM.20211101.oa17
DO - 10.4018/JGIM.20211101.oa17
M3 - Review article
AN - SCOPUS:85110081733
SN - 1062-7375
VL - 29
JO - Journal of Global Information Management
JF - Journal of Global Information Management
IS - 6
M1 - oa17
ER -