Plataformas de Streaming de música: Influencia de variables sobre la intención de compra
DOI:
https://doi.org/10.5281/zenodo.7501559Palabras clave:
Streaming, Spotify, música, intención de compra, disfrute percibidoResumen
Esta investigación, tiene como objetivo ampliar el conocimiento acerca de los servicios de streaming de música en Lima Metropolitana, ya que se discute el crecimiento masivo de estos servicios. Se identificaron factores como; (1) disfrute percibido, (2) utilidad percibida, (3) valor percibido, (4) influencia informativa, (5) influencia normativa y (6) precio percibido que tengan un impacto en la (7) intención de compra.
Se realizó una encuesta de forma virtual. La muestra final fue 348 personas que hicieron uso de la versión de prueba de algunas plataformas de streaming como: Spotify, Deezer, Apple Music, YouTube Music, entre otras. El procedimiento estadístico utilizado fue el modelo de ecuaciones estructurales por mínimos cuadrados parciales (PLS-SEM). También se estudió la heterogeneidad percibida, a través de un análisis multigrupo para establecer diferencias entre géneros y categorías de edades.
Los resultados permiten conocer, la influencia de los factores estudiados de las plataformas de streaming sobre la intención de compra y cómo influyen en la compra de estos servicios. Dentro de los hallazgos, se resalta que los usuarios valoran más los beneficios funcionales como adquirir información de forma sencilla, la calidad de contenido y la portabilidad y consideran a los medios masivos (televisión, radio y vía pública) como variables que intervienen en la intención de compra.
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