Modelling factors influencing early adopters purchase intention towards online music
The Internet is an incredible technology, offering users a vast choice of new songs and catalogue that can be browsed, streamed or bought online. This paper aims to provide an explanation of factors influencing purchase intention of early adopters towards online music. An empirical survey was used...
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| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
IGI Publishing
2011
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| Online Access: | https://eprints.ums.edu.my/id/eprint/20588/1/Modelling%20factors%20influencing%20early%20adopters%20purchase%20intention%20towards%20online%20music.pdf https://eprints.ums.edu.my/id/eprint/20588/ |
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| Summary: | The Internet is an incredible technology, offering users a vast choice of new songs and catalogue that can be
browsed, streamed or bought online. This paper aims to provide an explanation of factors influencing purchase
intention of early adopters towards online music. An empirical survey was used to test the hypotheses.
Data were collected from a total of 200 questionnaires distributed to early adopters of online music and
were analysed using Structural Equation Modeling (SEM) via the Analysis of Moment Structure (AMOS 16)
computer program. Results enumerate that perceived ease of use emerges as the important factor which affects
perceived value among the respondents followed by perceived playfulness. Perceived value has the only
significant impact on the purchase intentions towards online music. The paper rounds off with conclusions
and an agenda for future research in this area. |
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