Q9. Free Or Fee? Consumers’ Decision to Pay For the Premium Version of a Music Streaming Service Rather Than Using Its Free Version

This research examines factors that influence consumers’ likelihood of subscribing to the chargeable premium version of a music streaming service rather than using its free basic version. The results show that both the similarity between the two versions’ functionality and the perceived quality of personalized content significantly affect consumers’ decision.



Citation:

Sebastian Danckwerts and Peter Kenning (2018) ,"Q9. Free Or Fee? Consumers’ Decision to Pay For the Premium Version of a Music Streaming Service Rather Than Using Its Free Version", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 903-903.

Authors

Sebastian Danckwerts, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

C7. The Visually Simple = Healthy Intuition and Its Effects on Food Choices

Yan Wang, Renmin University of China
Jing Jiang, Renmin University of China

Read More

Featured

“Million Dollar Smile?” How Smile Intensity, Relationship Norm and Consumer Self-Construal Influence Ad Effectiveness

Hsiao-Ching Lee, National Kaohsiung University of Science and Technology
Chun-Tuan Chang, National Sun Yat-sen University
Yu-kang Lee, National Sun Yat-sen University
Hui-Wen Chang, National Sun Yat-sen University
Guei-hua Flora Huang, National Sun Yat-sen University

Read More

Featured

Worse is Bad: Asymmetric Inferences on Items and Assortments From Logically Equivalent Comparisons

Yoel Inbar, University of Toronto, Canada
Ellen Evers, University of California Berkeley, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.