Are You Hooked on Paid Music Streaming?: An Investigation into the Millennial Generation

Charlie C. Chen, Steven Leon and Makoto Nakayama
Additional contact information
Charlie C. Chen: Walker College of Business, Appalachian State University, Boone, NC, USA
Steven Leon: Walker College of Business, Appalachian State University, Boone, NC, USA
Makoto Nakayama: College of Computing and Digital Media, DePaul University, Chicago, IL, USA

International Journal of E-Business Research (IJEBR), 2018, vol. 14, issue 1, 1-20

Abstract: The proliferation of free on-demand music streaming services (e.g., Spotify) is offsetting the traditional revenue sources (e.g., purchases of downloads or CDs) of the music industry. In order to increase revenue and sustain business, the music industry is directing its efforts toward increasing paid subscriptions by converting free listeners into paying subscribers. However, most companies are struggling with these attempts because they lack a clear understanding of the psychological and social purchase motivations of consumers. This study compares and contrasts the two different phases of Millennial generation consumer behaviors: the alluring phase and the hooking phase. A survey was conducted with 73 paying users and 163 non-paying users of on-demand music streaming services. The authors' data analysis shows two separate behavioral dynamics seen between these groups of users. While social influence and attitude are primary drivers for the non-paying users in the alluring phase, facilitating conditions and communication control capacity play critical roles for the paying users in the hooking phase. These results imply that the music industry should apply different approaches to prospective and current customers of music streaming services.

Date: 2018
References: Add references at CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... 018/IJEBR.2018010101 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jebr00:v:14:y:2018:i:1:p:1-20

Access Statistics for this article

International Journal of E-Business Research (IJEBR) is currently edited by Mohammad Nabil Almunawar

More articles in International Journal of E-Business Research (IJEBR) from IGI Global
Bibliographic data for series maintained by Journal Editor ().