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.
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.
Sebastian Danckwerts, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University
NA - Advances in Consumer Research Volume 46 | 2018
Does It Pay to Be Virtuous? Examining Whether and Why Firms Benefit From Their CSR Initiatives
Dionne A Nickerson, Georgia Tech, USA
Michael Lowe, Georgia Tech, USA
Adithya Pattabhiramaiah, Georgia Tech, USA
D9. Consumption Closure as a Driver of Positive Word of Mouth
Christina Saenger, Youngstown State University
Veronica Thomas, Towson University
F8. Dual Routes for Consumer Responses to Corporate Social Responsibility: The Role of Positive Moral Emotions, Attitudes, and Empathy
Chunyan Xie, Western Norway University of Applied Sciences
Richard P. Bagozzi, University of Michigan, USA