Title: Unravelling the continue of subscribing Spotify Premium among university students: the extended UTAUT 2 model

Authors: Muhammad Syafiq Mat Suhod; Abdul Hafaz Ngah; Samar Rahi

Addresses: Faculty of Maritime Studies, Universiti Malaysia Terengganu, 21030, Kuala Nerus, Malaysia ' Faculty of Business, Economy and Social Development, Universiti Malaysia Terengganu, 21030, Kuala Nerus, Malaysia ' Hailey College of Banking and Finance, University of the Punjab, Lahore 54000, Pakistan

Abstract: This study aimed to discover the factors influencing the continuance of Spotify Premium subscription among university students in Malaysia. In addition to an online survey, a quantitative approach was used in this study. The findings revealed that facilitating condition, habit, hedonic motivation performance expectancy, price value and ubiquity were essential contributors in building a subscriber's intention to maintain their Spotify Premium package. Meanwhile, effort expectancy and social influence were insignificant factors in the continuance of the Spotify Premium subscription. Apart from enhancing existing knowledge, this research also helped the managers and marketers craft a better approach and marketing strategy to sustain the current subscribers and attract freemium to convert to a premium subscriber.

Keywords: UTAUT 2; ubiquity; continue to subscribe; Spotify.

DOI: 10.1504/IJBIS.2024.139908

International Journal of Business Information Systems, 2024 Vol.46 No.2, pp.217 - 237

Received: 13 Aug 2020
Accepted: 08 Mar 2021
Published online: 09 Jul 2024 *

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