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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.
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.