Key Factors Affecting Consumer Music Procurement Behavior (Observing Music Sites)

Abstract

Every day we listen to music in different occasions, so it is so popular and at the same time has an important role in our lives. Music industry has faced many challenges in recent years, mainly after the emergence of Internet and music sites. Not paying attention to copyright issues has caused lots of problems for the industry. Despite the importance of music and uncountable problems in this industry, studies in my country (Iran) have tended to ignore the vibrant area of music procurement behavior. Analyzing the music as a unique product through the lenses of marketing and consumer behavior knowledge is so important. Therefore, this paper tries to find the key factors affecting consumer music procurement behavior from music sites. The population of this study consists of BA students of management and accounting in Allameh Tabatabai University. In order to analysis data, Kolmogorov-Smirnov, ANOVA, Pearson Correlation, Exploratory and Confirmatory factor analysis and Structural Equation Modeling have been used. Results illustrated that music relevant traits, atmosphere, convenience, possibilities to communicate and range of products factors have positive influence on consumer music procurement behavior from music sites, but the socio demographic traits and time pressure factor did not have meaningful impact.