Title: Community, creativity and piracy: a triadic approach towards understanding music streaming adoption among Indian audiences

Authors: Akhil Pillai; K. Namadev; Pranith Kumar; Kalyani Suresh

Addresses: Department of Mass Communication, Amrita Vishwa Vidyapeetham, Coimbatore, India ' Department of Mass Communication, Amrita Vishwa Vidyapeetham, Coimbatore, India ' Department of Mass Communication, Amrita Vishwa Vidyapeetham, Coimbatore, India ' Department of Mass Communication, Amrita Vishwa Vidyapeetham, Coimbatore, India

Abstract: Online music streaming is relatively fresh in India but there are a considerable number of users and downloads since its arrival in the country. This research is an attempt to address the literature gap in understanding music streaming purchase vs. piracy intention among Indian consumers. The results of the field study involving 500 respondents suggest that music streaming services (MSSs) that incorporate features that facilitate individual creativity and community building contributes towards the ease of use and usefulness of the system. MSSs that integrate features that advance creativity facilitation help users derive a sense of ease of use and enjoyment. Features that also contribute towards community facilitation along with enjoyment lead to intention to subscribe to MSSs. The results of the study also show a link between enjoyment and a reduction in unauthorised downloading intention. A convincing value-proposition for a pronounced user experience is imperative for a successful business model.

Keywords: music streaming; creativity; community; piracy; purchase intention; India.

DOI: 10.1504/IJTMKT.2021.116896

International Journal of Technology Marketing, 2021 Vol.15 No.1, pp.1 - 25

Received: 30 Mar 2020
Accepted: 10 Jan 2021

Published online: 27 Jul 2021 *

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