The impact of online music vehicles on consumer’s purchase intent : moderation effect of the listener’s experiential response and the need to re-experience

• Autor(a) principal: Ribeiro, Inês Pires Flora
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/23253
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Music is a product undergoing a never-ending change in terms of commercialization. Thus, being competitive in this industry is crucial and knowledge empowers one to be one step ahead in the rare. This dissertation’s purpose is to expose how different online music vehicles influence consumers’ purchase intent towards music. The author collected quantitative data through an online survey to study the relationship among constructs. The participants of this experience where exposed to two different songs on a random basis on Youtube or Spotify, also randomly. After this exposition, they were questioned about the occurrence itself and about the impact it had on their willingness to relisten and to acquire the song. In this questionnaire, respondents rated several statements on each construct. This was followed by the examination of the data through a regression analysis while operating PROCESS; moreover, including a comparative means analysis computing the independent sample t-test. Contrastingly to what was mentioned in literature, online music vehicles were found to have a significant impact on purchase intention, when this relationship is moderated by the need to re-experience a song and by the consumer’s experiential response independently; both moderation effects analyzed simultaneously or individually. Furthermore, there is not a significant difference on the impact of each vehicle on purchase intent, compared to each other. In a nutshell, within the Portuguese market, online music vehicles have a great impact on purchase intention, when the consumers need to re-experience a song again and when they strongly experienced listening to the same song.