The Factors Affecting Consumers' Intention to Purchase Digital Music: A Study in Yunnan China

Wei Zi

《World Scientific Research Journal》 7卷9期 (2021/09) Pp. 21-26

https://doi.org/10.6911/WSRJ.202109_7(9).0004

摘要

Music has always been an important part of people's entertainment life. According to CNNIC (China Internet Network Information Center, 2017). By the first half of 2017, Digital music has become the second‐largest entertainment application in China. The national copyright administration in June 2015 formally to revise the copyright law, regulate the digital music copyright for the healthy development of the digital music industry. More and more investors have focused on the music industry because of the fast benefit of ＂copyright＂ and ＂live performance＂. But in the process, many Chinese consumers are still reluctant to pay for digital music. Yunnan, China, has an excellent cultural industry base and great potential. The purpose of this study is to explore the intention of consumers to pay digital music in Yunnan province. This paper study and review the relevant research on digital music in china and abroad to study the factors influencing consumers' intention to pay, this paper mainly using the Theory of Planned Behavior (TPB). Therefore, the following suggestions are put forward to improve the purchase intention of consumers in Yunnan, China: First, the society, record companies, and music platforms should strengthen the publicity of relevant legal knowledge and the rationality of music payment. Second, the government and legislative departments should strengthen and improve copyright law. Thirdly, a digital music platform service should establish reasonable charging standards and modes. The proportion of free resources and paid resources should be within a reasonable range to achieve a balance between social ethics and business ethics. Fourth, improve the perceived value of consumers. Music platform service providers should make consumers feel more ＂perceived benefits＂ than ＂perceived sacrifices＂. And increase consumers' interest and enjoyment.

關鍵字

Purchase intention ； Digital music ； Perceived value ； Theory of planned behavior ； Subjective norms

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