The age of digital music: Rendering the positive attitude of vietnamese people towards their willingness to pay

Abstract

The study focused on three main objectives: First, determine the elements that impact customers' willingness to subscribe to premium music streaming services. Second, test and measure the impact of factors affecting users' subscription behavior for premium music streaming services. Third, proposing managerial implications as a reference basis for the management of music streaming service providers can increase the number of customers who are willing to pay for music streaming services through controlled factors from the research model. Structural equation modeling was used to assess the study's framework based on information gathered from 300 consumers of music streaming services (SEM). Research results confirm the relationship between Perceived Value, Attitude towards Piracy, Subjective Norm, Involvement and Interest, Free Mentality, Idolatry and Willingness to Pay. Research shows that perceived value is an important predictor of intention to subscribe to a music streaming service. Besides, other factors also have a significant impact on intention to subscribe to music streaming services, which are: Subjective Norm, Involvement and Interest, Free Mentality, Idolatry excluding Attitude towards piracy. Our research provides insight into the intention to subscribe to premium music streaming services in Vietnam. Based on the research findings, the authors also propose some specific administrative implications related to the factors affecting the behavior of paying for music streaming services.