Music streaming characteristics and emotional consumption as determinants of consumer satisfactions and intention to purchase

Authors

  • Chiehwen Ed Hsu Assistant Professor
  • Yeshwant S. Raj PhD. Student
  • Bob Sandy Master student

DOI:

https://doi.org/10.7903/cmr.20647

Keywords:

Musing streaming, S-O-R Theory, Product attributes, Consumption emotion, Consumer satisfaction, Purchase intention, Indonesia

Abstract

The present study analyzes consumers perceptions of music streaming and how such perceptions might influence customers brand loyalty and purchase intent. The competitive advantages of music streaming, widely known for its cost-saving measures, ease of use, and worldwide accessibility, are carefully reviewed herein. The S-O-R Theory commonly employed in psychology studies is applied in this study to explain the relationship between the product characteristics of streaming music (e.g., price, content quality, functionality, convenience, and design) and consumer behavior as seen by consumption emotions.  This relationship is viewed as either positive or negative in consumer satisfaction and purchase intention. The data were collected through an online web-based survey questionnaire.  One thousand seven (1007) subjects from Indonesia completed the survey. The Structured Equation Modeling (SEM) was used to examine the relationship among product attributes, consumer satisfaction, and purchase intention. Our study findings revealed a strong association between emotion and particular product characteristics, whereby a positive emotion exists across all product characteristics in music streaming services. The design variable is the most popular function of all music streaming services product attributes. Our findings suggest that either positive or negative emotions may predict the functionality constructions in comparison with previous research results. On the other hand, the findings of the present study suggest that only positive emotions can influence the satisfaction level of consumers and, in turn, affect the consumers purchasing intent

Author Biographies

Chiehwen Ed Hsu, Assistant Professor

Dr. Chiehwen ED Hsu is currently a professor at Institute of International Management, National Cheng Kung University, Taiwan. His current research interests include Health Disparity Research, Health Management, Strategic Management, Management and Policy. He has published many articles in recent years.

Yeshwant S. Raj, PhD. Student

Mr. Yeshwant S. Raj (Corresponding author) was an assistant professor for five years in India, possessing two master’s degrees, one in Industrial engineering and another in MBA. He is currently a Ph.D. Student at National Cheng Kung University. He has published more than 12 international journal articles and another seven under review. His research interests include supply chain management, Technology Management, Psychology in Employee behaviour, strategic, HRM, OB, marketing, and management science-related content.

Bob Sandy, Master student

Mr. Bob Sandy is a master’s student at Institute of International Management, National Cheng Kung University, Taiwan. His research interest includes strategic management, consumer behavior, and marketing.

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Published

2021-08-10

How to Cite

Hsu, C. E., Raj, Y. S., & Sandy, B. (2021). Music streaming characteristics and emotional consumption as determinants of consumer satisfactions and intention to purchase. Contemporary Management Research, 17(3), 157–188. https://doi.org/10.7903/cmr.20647

Issue

Section

Marketing