Music Streaming Platforms: Influence of variables on purchase intention
DOI:
https://doi.org/10.5281/zenodo.7501559Keywords:
Streaming, Spotify, music, purchase intention, perceived enjoymentAbstract
This research aims to expand knowledge about music streaming services in Metropolitan Lima, where their massive growth is already being discussed. Some factors were identified as; (1) perceived enjoyment, (2) perceived usefulness, (3) perceived value, (4) informational influence, (5) normative influence and (6) perceived price with an impact on (7) purchase intention.
A virtual survey was conducted. The final sample was 348 people who used the trial version of some streaming platforms such as: Spotify, Deezer, Apple Music, YouTube Music, among others. The statistical procedure used was the partial least squares structural equation modeling (PLS-SEM). Also, the perceived heterogeneity was studied through a multigroup analysis to establish differences between genders and age categories.
The results show the influence of the studied factors of streaming platforms on the purchase intention and how they influence the purchase of these services. Among the findings, it is emphasized that users value more the functional benefits such as acquiring information easily, content quality and portability; and consider the mass media (television, radio, and public roads) as variables that intervene in the purchase intention.
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