[KSCI] Korea Science Citation Index Service

http://dx.doi.org/10.5392/JKCA.2020.20.09.332

A Study on the Chinese Consumers' Purchase Intention of Digital Music Using an Extended Model of Goal-directed Behavior (EMGB) : Focused on Mobile Digital Music

Peng, Min (경희대학교 문화관광콘텐츠학과)
Bae, So Young (경희대학교 문화관광콘텐츠학과)

Publication Information

The Journal of the Korea Contents Association / v.20, no.9, 2020 , pp. 332-343 More about this Journal

Abstract

As a study on the purchase intention of digital music, the research applied the Extended Model of Goal-directed Behavior(EMGB) with the perceived value and empirically evaluated the impact of variables such as attitude, subjective norms, positive and negative anticipated emotions, perceived behavioral control and desire on the purchase intention. The study was conducted using a survey data collected from valid questionnaires of 342 copies aimed at Chinese mobile music application users and employed the structure equation model. The findings indicate that attitude, negative anticipated emotions, perceived behavioral control towards digital music purchasing and the frequency of past behavior positively influenced users' desire for digital music purchasing. Another result has been confirmed that perceived value, which was an added variable, showed a significant impact on attitude. Along with the frequency of past behavior and desire, perceived value also exerted positive influence on purchase intention.

Keywords

Digital Music; Extended Model of Goal-directed Behavior; Perceived Value; Purchase Intention; Chinese Consumers;

Citations & Related Records

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