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The Factors affecting consumers’ intention to purchase digital music : a study in Yunnan China / Wei Zi.

By: Wei, Zi [author]Contributor(s): Rawida Wiriyakitjar [advisor] [advisor] | University of the Thai Chamber of Commerce. International Business ManagementMaterial type: TextTextPublisher: 2019Description: 71 pagesContent type: text | text Media type: unmediated | computer Carrier type: volume | online resourceSubject(s): Consumer behavior -- China | Consumers -- ChinaDDC classification: 658.83420951 Online resources: เอกสารฉบับเต็ม (Fulltext) Dissertation note: A Thesis (M.B.A. (Master of Business Administration)) -- University of the Thai Chamber of Commerce, 2019. Abstract: Music has always been an important part of people’s entertainment life, with the development of science and technology and the internet, Digital music has penetrated the lifestyle of the Chinese. According to CNNIC (China Internet Network Information Center, 2017). By the first half of 2017, Digital music has become the second-largest entertainment application in China. There have been at home in China before the copyright problem, but in 2015 the Chinese government advocates the development of cultural industry, the national copyright administration in June 2015 formally to revise the copyright law, regulate the digital music copyright, limit the proliferation of digital music, free escort for the healthy development of the digital music industry. After that, more and more investors have focused on the music industry because of the fast benefit of "copyright" and "live performance". But in the process, many Chinese consumers are still reluctant to pay for digital music. Yunnan, China, has an excellent cultural industry base and great potential. The purpose of this study is to explore the intention of consumers to pay digital music in Yunnan province. And with the rapid growth of Chinese Internet users and the development of the digital age and the rise of the music industry. Analyzed through analytical analysis, this research has practical significance. And this research is also analyzed from the perspective of consumers. Who plays a key role in providing information to relevant practitioners. This study firstly understands the current state of the digital music industry both at home and abroad, especially the copyright music industry in China. Secondly, study and review the relevant research on digital music at home and abroad to study the factors influencing consumers' intention to pay, this paper mainly using the Theory of Planned Behavior (TPB). In theory of planned behavior (TPB)., consumers will mainly be composed of consumers' characteristics, consumers' attitudes, and subjective norms, deterrence and law, consumer quality sensitivity, and consumers' perceived value. Consumer attitudes are affected by past habits, and perceived value of consumers is affected by perceived merit and perceived price. A questionnaire was designed based on the literature review and various variables to investigate 569 consumers in Yunnan. SPSS 24.0.0 will be used in this paper and data analysis. After ANOVA and regression analysis, we concluded that: Gender and age do not affect consumers' purchase intention and the higher Education Level. The higher purchase intention. 3. Living cost per month affect consumers' purchase intention and the higher Living cost per month the higher purchase intention. 4. The positive attitude of consumers has a positive effect on their intention to purchase digital music. 5. The subjective norms have an impact on their intention To purchase digital music. 6. The law deterrent does not effect has impact on their intention to purchase digital music. 7. Consumers' perceived value have an impact on their intention to purchase Consumers' quality sensitivity has an impact on their intention to purchase digital music. Enjoyment affects their perceived value. 11. Consumers' perceived price affects their perceived value. According to the data analysis, the following conclusions are: First, attitude is an important factor affecting consumers' intention to purchase, and attitude is influenced by consumers' habit strength of free access to digital music. Secondly, subjective norms have a significant impact on consumers’ intention to purchase. Attitudes and behaviors of the people around them are important factors affecting consumers’ personal decisions. Thirdly, consumers’ quality sensitivity has a positive impact on consumers' intention to purchase. The more consumers care about the quality of digital music, the more willing they are to pay for digital music. Fifth, perceived value has a positive impact on consumers’ intention to purchase. Perceived price and perceived enjoyment are important factors of perceived value. Although today there are many ways of entertainment, music still plays an important role in people's entertainment. Sixth, for consumer demographic, only education level and monthly living costs have a significant impact, other factors (gender, age) have no impact. Educational level and monthly income have a positive impact on purchasing intention. Therefore, the following suggestions are put forward to improve the purchase intention of consumers in Yunnan, China: First, the society, record companies, and music platforms should strengthen the publicity of relevant legal knowledge and the rationality of music payment. Second, the government and legislative departments should strengthen and improve copyright law. Thirdly, a digital music platform service should establish reasonable charging standards and modes. The proportion of free resources and paid resources should be within a reasonable range to achieve a balance between social ethics and business ethics. Fourth, improve the perceived value of consumers. Music platform service providers should make consumers feel more "perceived benefits" than "perceived sacrifices”. And increase consumers’ interest and enjoyment.
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A Thesis (M.B.A. (Master of Business Administration)) -- University of the Thai Chamber of Commerce, 2019.

Music has always been an important part of people’s entertainment life, with the development of science and technology and the internet, Digital music has penetrated the lifestyle of the Chinese. According to CNNIC (China Internet Network Information Center, 2017). By the first half of 2017, Digital music has become the second-largest entertainment application in China. There have been at home in China before the copyright problem, but in 2015 the Chinese government advocates the development of cultural industry, the national copyright administration in June 2015 formally to revise the copyright law, regulate the digital music copyright, limit the proliferation of digital music, free escort for the healthy development of the digital music industry. After that, more and more investors have focused on the music industry because of the fast benefit of "copyright" and "live performance". But in the process, many Chinese consumers are still reluctant to pay for digital music. Yunnan, China, has an excellent cultural industry base and great potential. The purpose of this study is to explore the intention of consumers to pay digital music in Yunnan province. And with the rapid growth of Chinese Internet users and the development of the digital age and the rise of the music industry. Analyzed through analytical analysis, this research has practical significance. And this research is also analyzed from the perspective of consumers. Who plays a key role in providing information to relevant practitioners. This study firstly understands the current state of the digital music industry both at home and abroad, especially the copyright music industry in China. Secondly, study and review the relevant research on digital music at home and abroad to study the factors influencing consumers' intention to pay, this paper mainly using the Theory of Planned Behavior (TPB).
In theory of planned behavior (TPB)., consumers will mainly be composed of consumers' characteristics, consumers' attitudes, and subjective norms, deterrence and law, consumer quality sensitivity, and consumers' perceived value. Consumer attitudes are affected by past habits, and perceived value of consumers is affected by perceived merit and perceived price. A questionnaire was designed based on the literature review and various variables to investigate 569 consumers in Yunnan. SPSS 24.0.0 will be used in this paper and data analysis. After ANOVA and regression analysis, we concluded that: Gender and age do not affect consumers' purchase intention and the higher Education Level. The higher purchase intention. 3. Living cost per month affect consumers' purchase intention and the higher Living cost per month the higher purchase intention. 4. The positive attitude of consumers has a positive effect on their intention to purchase digital music. 5. The subjective norms have an impact on their intention To purchase digital music. 6. The law deterrent does not effect has impact on their intention to purchase digital music. 7. Consumers' perceived value have an impact on their intention to purchase Consumers' quality sensitivity has an impact on their intention to purchase digital music. Enjoyment affects their perceived value. 11. Consumers' perceived price affects their perceived value.
According to the data analysis, the following conclusions are: First, attitude is an important factor affecting consumers' intention to purchase, and attitude is influenced by consumers' habit strength of free access to digital music. Secondly, subjective norms have a significant impact on consumers’ intention to purchase. Attitudes and behaviors of the people around them are important factors affecting consumers’ personal decisions. Thirdly, consumers’ quality sensitivity has a positive impact on consumers' intention to purchase. The more consumers care about the quality of digital music, the more willing they are to pay for digital music. Fifth, perceived value has a positive impact on consumers’ intention to purchase. Perceived price and perceived enjoyment are important factors of perceived value. Although today there are many ways of entertainment, music still plays an important role in people's entertainment. Sixth, for consumer demographic, only education level and monthly living costs have a significant impact, other factors (gender, age) have no impact. Educational level and monthly income have a positive impact on purchasing intention. Therefore, the following suggestions are put forward to improve the purchase intention of consumers in Yunnan, China: First, the society, record companies, and music platforms should strengthen the publicity of relevant legal knowledge and the rationality of music payment. Second, the government and legislative departments should strengthen and improve copyright law. Thirdly, a digital music platform service should establish reasonable charging standards and modes. The proportion of free resources and paid resources should be within a reasonable range to achieve a balance between social ethics and business ethics. Fourth, improve the perceived value of consumers. Music platform service providers should make consumers feel more "perceived benefits" than "perceived sacrifices”. And increase consumers’ interest and enjoyment.

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