S-Space College of Business Administration/Business School (경영대학/대학원) Dept. of Business Administration (경영학과) Theses (Master's Degree_경영학과)
Determinants of Continuance Intention in Music Streaming Services: A Dual-Model Perspective
음원스트리밍 서비스의 지속사용 의도에 관한 연구: 이원적 모형의 관점에서
- 경영대학 경영학과
- Issue Date
- 서울대학교 대학원
- Online consumer behavior; post-adoption behavior; music streaming service; satisfaction; switching costs; continuance intention; perceived benefits; service-specific investments; survey research; structural equation modeling
- 학위논문 (석사)-- 서울대학교 대학원 : 경영학과, 2017. 2. 장정주.
- With the rapid development of information and communication technology and the rise of digital era, the trend in music consumption has gone through a tremendous change in recent years: from physical, online downloads, and streaming. The success of music streaming services depends heavily on customer’s continuance usage, a topic not yet adequately investigated in information systems research. It is unclear to what extent, and how, the existing theories can be extended to explain the continuance usage of such services. In consideration of the distinctive features of these services, this study adapts the dedication-constraint framework and develops a model of music streaming services continuance, which is assessed empirically using data collected from 315 actual users. Results indicate that music streaming services’ continuance intention is jointly determined by two mechanisms: perceived benefits (usefulness and enjoyment), and service-specific investments (personalization and learning), with the former playing a more central role. Perceived usefulness and enjoyment directly promote satisfaction, while service specific investments in personalization and learning increase switching costs. Theoretical and practical implications and future research directions are subsequently discussed.