With the reoccurrence of music streaming platforms in our everyday live, an understudied intersection of multiple academic fields emerged: the music industry, freemium business models, the essence of cloud-computing and behavioural studies. These are also the reason for the dilemma the industry is facing with too little free users converting to premium. Therefore, the study looked into the most active user base, which are younger people, from Millennials to Generation Z, and which driving influences are forming a purchasing intention for premium music streaming subscriptions.
In behavioural studies, information is the base of every belief and therefore every evaluation to perform an action. The discussion showed that some aspects of behavioural studies are relevant to this day, but as information availability, amount, access and utilisation changed in comparison to the past decades with the Internet, a refinement of existing models is necessary. The conclusion of this study showed that seven out of eleven influences from literature are to some degree confirmed: Normative Pressure, informational value, perception of the own Identity, actual control over outcome, trust in the provider, perceived usefulness and ease-of-use. To transfer these into modern applicability, the research found in connection six new influences that are being discussed in light of subscripting to premium music platforms: Enjoyment of hedonistic goods, establishing habits, Influence through electronic word-of-mouth, the need to belong, available content, and the convenience of cloud-solution.
|Uddannelser||MSc in Business Administration and E-business, (Kandidatuddannelse) Afsluttende afhandling|