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
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