PEER-TO-PEER MUSIC DOWNLOAD vs. DIGITAL MUSIC SERVICES

In recent years, popular channel to obtain record
album has been shifted from purchasing Compact Disc
to downloading MP3. In fact, Digital Music Service,
the industry that sells MP3 songs, has seen
tremendous successes and is making hundreds of
millions of dollars every year. However, few
attempts have been made to understand the consumption
behavior of this newly emerged industry because it
has its own characteristics that made other
behavioral models inapplicable to it.
In this study, we surveyed college students on their
subscription behavior for Digital Music Service. A
modified Theory of Planned Behavior (TPB) model was
used as the framework. This new model incorporates
the Technology Acceptance Model and a new construct,
the perceived quality of service, to the original TPB
model. Based on the survey results, the present
study depicts a model that explains the subscription
behavior and identifies that subject norm has the
most significant effect on the intention to
subscribe. Also, features that potential subscribers
found important are revealed. The results provide
marketing implications for Digital Music Service
provider, and open a direction for future studies.

Autorentext

Simon G. M. Koo is currently an Assistant Professor ofMathematics and Computer Science at the University of San Diego.He received his B.Eng. in Information Engineering from CUHK,M.S.E.E. from Polytechnic University, M.S. in Operations Researchfrom Columbia University, and Ph.D. in Electrical and ComputerEngineering from Purdue University.

Klappentext

In recent years, popular channel to obtain recordalbum has been shifted from purchasing Compact Discto downloading MP3. In fact, Digital Music Service,the industry that sells MP3 songs, has seentremendous successes and is making hundreds ofmillions of dollars every year. However, fewattempts have been made to understand the consumptionbehavior of this newly emerged industry because ithas its own characteristics that made otherbehavioral models inapplicable to it.In this study, we surveyed college students on theirsubscription behavior for Digital Music Service. Amodified Theory of Planned Behavior (TPB) model wasused as the framework. This new model incorporatesthe Technology Acceptance Model and a new construct,the perceived quality of service, to the original TPBmodel. Based on the survey results, the presentstudy depicts a model that explains the subscriptionbehavior and identifies that subject norm has themost significant effect on the intention tosubscribe. Also, features that potential subscribersfound important are revealed. The results providemarketing implications for Digital Music Serviceprovider, and open a direction for future studies.