Abstract
The streaming music service is one of the most important elements of digital ecosystems. Subscriptions, pre-orders, and in-app track purchases are extremely valuable for developers of streaming services, who are interested in promoting them among users. Previous studies do not contain comparative analyses of consumer behaviour of music streaming services for users in different countries. The purpose of the study is to compare the factors of choice of Russian users and users from China. The study consists of in-depth interviews with Russian service employees, followed by a quantitative survey that helps to identify the main factors of choosing a music streaming service. We discovered differences in the significance of factors for Russian and Chinese users. Logistic regression analysis allowed us to identify a variety of choice factors with different significance for customers who use the service; in order to succeed, ecosystems including music streaming services should immerse themselves in the particularities of consumer behaviour in a certain country, taking into account the uniqueness of the music market.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.