Discussion on Consumption Value and StreamingMusic Consumer Choice Behavior
| Autor: | Yu-Ju Lin, 林妤儒 |
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| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 With the advance of science and the ever-changing nature of technology,mobile devices and mobile internet access more and more popular.Music industry is on the wave of cyberization as well. According to studies, more and more consumers do not buy CDs, but purchase music service online. Streaming music is already, by far, the biggest business for the US recording industry.Also, it becomes the biggest market for recorded music in the world. The main purpose of this study is to explore the consumer choice behavior of streaming music users. In the survey, the Consumption Value Theory was applied, and the respondents were divided into three different groups. We categorized the respondents into three different music genres, to learn more about whether there is any difference among pop music consumers, independent music consumers and classical music consumers. The sample collection used “convenience sampling,” and a total of 160 valid questionnaires were collected. The result shows that pop music consumers pay more attention on “functional value” and “conditional value” while independent music consumers and classical music consumers focus more on “social value.” Also, the average willingness to pay a month changes among the three groups. Obviously, independent music consumers are willing to pay more than the others. Through the study, we can suggest that: (1). Streaming music company should offer more additional value, and create differentiate marketing strategy to appeal consumers targeted. (2). The price of the payment can be higher, and it can be classified according to different type of consumers. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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