Music streaming services: understanding the drivers of customer purchase and intention to recommend.

ABSTRACT: The music industry has undergone tremendous changes in relation to its production, distribution, and consumption habits due to the exponential development of new technologies, namely streaming platforms. The fact that sales of physical copies continue to decline significantly made it mandatory for this industry to reinvent itself by introducing music streaming services as a key part of its business development. This study aims to understand the factors that influence music consumption through streaming platforms, particularly studying the intention to adopt premium (paid) versions of a music streaming service and recommend them. An extension of the UTAUT2 model (version of the Unified Theory of Acceptance and Use of Technology, applied to the consumer side) was created. Based on data colle

SUBMITTER: Barata ML 

PROVIDER: S-EPMC8379453 | biostudies-literature | 2021 Aug

REPOSITORIES: biostudies-literature