The full text of this article


Converting music streaming free users to paid subscribers: social influence or hedonic performance
by Charlie C. Chen; Steven Leon; Makoto Nakayama
International Journal of Electronic Business (IJEB), Vol. 14, No. 2, 2018


Abstract: In order to increase revenues and sustain business, the music industry is directing efforts into increasing paid subscription by converting free listeners into paid subscribers. However, most companies are struggling with these attempts because they lack a clear understanding of the psychological and social purchase motivations of consumers. This study compares and contrasts the two different purchase motivations of consumers: social influence and hedonic performance expectancy. A survey was conducted with 243 users of on-demand music streaming services. Our data analysis shows that social influence impacts consumer attitudes towards music streaming, which in turn drive purchase intention. On the other hand, continuance intention of paid music streaming is driven by hedonic performance expectancy of consumers, not consumer attitude. These results imply that the music industry needs to differentiate its approach to prospective and current customers of music streaming services.

Online publication date: Thu, 20-Sep-2018


is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Business (IJEB):
Login with your Inderscience username and password:


    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email