Factors And Product Attributes Affecting VIP Purchase Intention On Music Streaming Services In Thailand

Nowadays,the advancement of technology plays an essential role in people's lives and the world is changing rapidly,including the music industry.Music streaming becomes one of the most popular music services that reached a variety of songs in short period anywhere and flexible ways with the absence of internet.This kind of service provides free access and paid a monthly subscription for exclusive features.Many music streaming applications launched in Thailand but the number of users for both free-subscribe and VIP membership have just increased in this past few years.Thus,it is important to measure which factors are affected Thai users to purchase the membership.This study aims to understand the current situation of the music industry in Thailand and analyze factor affecting the VIP purchase intention on music streaming service based on the value-intention model which includes four values,perceived usefulness,perceive playfulness,perceived ease of use,and perceived price.Also,additional variables determined by the researcher which are product attributes.The quantitative method has applied for this research through the online questionnaire,target samples were Thai consumers.The descriptive analysis includes frequency,percentage,mean,and standard deviation(S.D.)was applied to summarize personal information and perceive value and intention toward music streaming service.For inferential analysis,linear regression analysis was planned to explore factors influence among crucial factors of perceived value and purchase intention of VIP membership on music streaming services.Also,crosstab table with Pearson chisquare and one-way ANOVA was applied to study the difference between a type of users.The results show the factors,including perceived playfulness,perceived ease of use,and perceived value have positive impacts on purchase intention,while perceived usefulness,and perceived price instead,has no effective effects on purchase willingness.Additionally,within those positive factors,the highest among them is perceived ease of use as the most influential one.For product attributes,VIP and non-user respondents rated the highest score on no advertisement between songs and all songs available on-demand;while free users prefer all song available offline and all songs available on-demand.This research also has been discovered that there is a difference between Thai consumers in term of acceptance of price for the adoption of membership.Most of the VIP users are acceptable on the higher cost of membership when compare to the rest of user types.