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The Impact of Freemium Attributes of Music Streaming Services on Consumers' Purchase Intention in China

The Impact of Freemium Attributes of Music Streaming Service...

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作者： Jialin Li 上海交通大学

学位级别：硕士

The purpose of this research sought to test,examine and analyze how various freemium attributes of music streaming services influence Chinese consumers' purchase intention towards premium subscription of the online content *** paper sets the technology acceptance model(TAM)and value-based adoption model(VAM)as the theoretical foundation of the research model to observe how the TAM and VAM model applies in the modern setting of ***,this research aims to observe whether the influence of freemium attributes and consumers' purchase intention is mediated by consumers' perceived ease of use(PEOU)and perceived value(PV)of music streaming *** research contributes to the incipient music streaming industry of China through an experiment to test different types of freemium attributes on two groups of Chinese *** thesis conducted a combination of experiment and questionnaire for data *** total,this research collected 309 suitable responses from Chinese *** collected data was analyzed through One-Way ANOVA and linear regression model to understand and compare the purchase intentions of premium music streaming services between the two groups in the *** results of the research indicate that out of the 12 proposed hypotheses,5 were supported regarding consumers' purchase intentions towards premium music services when exposed to different freemium *** research found that there are statistically significant differences between Group A and Group B's purchase intention when exposed to different types of freemium attributes of music streaming *** findings from the experiment suggest that Group A has overall higher purchase intention when exposed to specific freemium attributes of advertisement intrusiveness,time limitation,control limitation,task rewards gratification and copyrighted ***,Group B has higher purchase intention towards freemium attribute of online rewards gratifi

关键词： freemium business model technology acceptance model value-based adoption model music streaming services perceived ease of use perceived value advertisement intrusiveness time limitation control limitation task rewards gratification online rewards gratification copyrighted restriction purchase intention

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