Journal of the Korea Society of Computer and Information (한국컴퓨터정보학회논문지)

Korean Society of Computer Information (한국컴퓨터정보학회)
권호 표지
DOI QR코드

DOI QR Code

Research on the Factors Affecting the Willingness to Pay for Digital Music

  • Zhou, Yan (School of Anshan Normal University)
  • Received : 2019.05.30
  • Accepted : 2019.06.21
  • Published : 2019.06.28
Download PDF
⟨ Previous Next ⟩

Abstract

Based on the theory of planned behavior and the theory of legal deterrence, this study takes consumers' willingness to pay for digital music as the research object, investigates the consumers who have digital music consumption channels and behaviors, and discusses the willingness of consumers to pay for digital music and its influencing factors. The study attempts to achieve the following research purposes: First, explore the influencing factors of willingness to pay for digital music using domestic and foreign literature research and related content analysis. Second, we want to examine the effect of Attitude, Collective Specifications, Quality Sensitivity and Music affinity on willingness to pay. Third, Legal deterrence and resource availability tries to verify whether there is a moderating effect between Attitude, Collective Specifications, Quality Sensitivity and Music affinity and willingness to pay. The research data was collected in 2019 between April 6th to May 8th. Questionnaires were randomly distributed in fixed places, mainly in Hubei Province, China. A total of 393 questionnaires were selected for data analysis. Based on the previous theoretical review and empirical analysis, the study draws the following conclusions: Firstly, attitude, collective specifications, quality sensitivity and music affinity have an impact on the willingness to pay. Second, Legal deterrence has a regulatory effect on the relationship among quality sensitivity, musical affinity and the willingness to pay. Last the resource availability has a significant impact on the willingness to pay. It also has a regulatory effect on the relationship among quality sensitivity, music affinity and the willingness to pay.

Keywords

CPTSCQ_2019_v24n6_81_f0001.png 이미지

Fig. 1. Research model

Table 1. Exploratory Factor Analysis of Measured Variable

CPTSCQ_2019_v24n6_81_t0001.png 이미지

Table 2. Regression Analysis on Moderating Effects of Legal Deterrence

CPTSCQ_2019_v24n6_81_t0002.png 이미지

Table 3. Regression Analysis on Moderating Effects of Resource Acquisition Difficulty

CPTSCQ_2019_v24n6_81_t0003.png 이미지

References

  1. W. Chen, "Digital Music Access platform and user motivation research," Vol. 9, No. 12, pp. 345-354, Dec. 2018.
  2. G. Adomavicius, J. C. Bockstedt, S. P. Curley, & J. Zhang, "Effects of online recommendations on consumers' willingness to pay," Information Systems Research, Vol. 29, No. 1, pp. 84-102, Feb. 2017.
  3. L. Aguiar, "Let the music play? Free streaming and its effects on digital music consumption," Information Economics and Policy, Vol. 41, pp. 1-14. Apr. 2017. https://doi.org/10.1016/j.infoecopol.2017.06.002
  4. J. S. Chiou, C. Y. Huang, & H. H. Lee, "The antecedents of music piracy attitudes and intentions," Journal of Business Ethics, Vol. 57, pp. 161-174, Jan. 2015. https://doi.org/10.1007/s10551-004-5263-6
  5. Q. Li, Q. Wang, & Z. Lin, "Effects of consumer visit to online community and product channel on local sales of large consumer goods: Evidence from real estate industry," The Journal of Strategic Information Systems, Vol. 27, No. 2, pp. 191-204, Feb. 2018. https://doi.org/10.1016/j.jsis.2017.11.001
  6. L. Aguiar, & B. Martens, "Digital music consumption on the internet: evidence from clickstream data," Information Economics and Policy, Vol. 34, pp. 27-43. Apr. 2016. https://doi.org/10.1016/j.infoecopol.2016.01.003
  7. Y. Sang, J. K. Lee, Y. Kim, & H. J. Woo, "Understanding the intentions behind illegal downloading: A comparative study of American and Korean college students," Telematics and Informatics, Vol. 32, pp. 333-343. Apr. 2015. https://doi.org/10.1016/j.tele.2014.09.007
  8. H. Su, "The times they are a-changin': Digital music value in transition from piracy to streaming," Digital Piracy, Vol. 10, No. 2, pp. 29-50, Feb. 2018.
  9. H. Datta, G. Knox, & B. J. Bronnenberg, "Changing their tune: How consumers' adoption of online streaming affects music consumption and discovery," Marketing Science, Vol. 37, No. 1, pp. 5-21, Feb. 2017.
  10. J. Meyer, S. Venkatesh, & L. B. Leonard, "Pricing hybrid bundles by understanding the drivers of willingness to pay," Journal of the Academy of Marketing Science, Vol. 46, No. 3, pp. 497-515, Dec. 2018. https://doi.org/10.1007/s11747-017-0546-5
  11. M. M. Jambon, & J. G. Smetana, "College students' moral evaluations of illegal music downloading Journal of Applied Developmental Psychology," Vol. 33, pp. 31-39. Apr. 2012. https://doi.org/10.1016/j.appdev.2011.09.001
  12. C. Liao, Y. J. Huang, P. L. To, & Y. T. Lu, "Factors driving digital music purchases," Social Behavior and Personality: an international journal, Vol. 45, No. 4, pp. 583-598, Dec. 2017. https://doi.org/10.2224/sbp.5875
  13. A. J. Setterstrom, J. M. Pearson, & G. David, "The impact of social environment on willingness to pay for online content," Journal of Internet Commerce, Vol. 17, No. 3, pp. 283-309, Dec. 2018. https://doi.org/10.1080/15332861.2018.1463800
  14. M. P. Fritze, B. E. Andreas, & B. Martin, "Digital transformation and possession attachment: examining the endowment effect for consumers' relationships with hedonic and utilitarian digital service technologies," Electronic Commerce Research, Vol. 19, No. 2, pp. 311-337, Feb. 2019. https://doi.org/10.1007/s10660-018-9309-8
  15. O. Tawiah, Divinus, & B. Genevieve, "Converting Pirates through Participative Schemes for Digital Goods: Exploring "Pay What You Want" and Persuasive Computing in Online Music," Vol. 10, No. 6, pp. 893-913, Jun. 2017.
  16. J, Kim, C. Nam, & H. R. Min, "What do consumers prefer for music streaming services?: A comparative study between Korea and US," Telecommunications Policy, Vol. 41, No. 4, pp. 263-272, Dec. 2017. https://doi.org/10.1016/j.telpol.2017.01.008