Abstract
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.
Highlights
1.1 Industrial Background For nearly twenty years, the music industry has experienced a drastic change, including product upgrades, shifting consumption patterns and marketing strategies with the rapid improvements of Information and Communication Technology (ICT)
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
Based on the existing theories or models that used to assess the human behaviors and the background of music streaming service, this paper proposes an integrated model called the Theory of Streaming Service Acceptance (TSSA), which can be used in the study of the streaming services, including the area of music
Summary
1.1 Industrial Background For nearly twenty years, the music industry has experienced a drastic change, including product upgrades, shifting consumption patterns and marketing strategies with the rapid improvements of Information and Communication Technology (ICT). The change is the new products and new consumption patterns born out of the emerging of new information technology. Digital music is the product of the development of Internet technology, which is different from physical music. In China, physical music records such as phonograph records, CDs and magnetic tapes are gradually disappearing in people’s lives and markets. These physical music records only occupy a minor part of the music market or become collections of a few enthusiasts.
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