The factors driving attitudes towards adoption of online music

Abstract

Nowadays, Chinese are offered the choice of purchasing legal online music on music applications, but there still exists illegal music accessing behaviors. Therefore, it is meaningful for this paper to study how certain factors affect the attitudes of adopters and non-adopters towards online music in China. The proposed hypotheses are tested based on an online survey focusing on the user experience of QQ Music, a leading music application in China. The questions designed in the online survey study the relationships between three factors and purchase intention, in this way answering the research question. Based on the 120 collected online survey responses, it is found that perceived usefulness and social influence have exerted positive effects on users’ purchase intention in China. Following it, practical suggestions are provided for improvement of this application, while also preventing the Chinese digital music industry from suffering financial losses. Therefore, QQ Music and practitioners of Chinese digital music industry may be interested in this paper.