Therefore, it is crucial to examine the factors that may influence the adoption of online music streaming service, the Purchase Intention in the fee-based subscription. To cope with the changes of the market demand transitioning from physical to digital, many companies from the music industry have been focusing on the digitalization of music streaming service as it is the most profitable subscription-based service. The attitude towards MaaS is positively influenced by the desire to receive music recommendations, the payment type (in the form of a flat rate model), and the relative advantage of MaaS compared to illegal choices.ĭigitalization have caused the online subscription service industry to be one of the fastest growing industries in recent years especially the online music streaming service. Among others, the outcome shows that the intention to use free MaaS is mainly affected by the attitude towards MaaS, while using paid MaaS is predominantly a result of the influence of users’ closest peers. To empirically test this model, we surveyed 132 music pirates. To find out if MaaS is an attractive distribution channel for music pirates, we developed a model to explain the intention to use MaaS based on the Theory of Planned Behavior. First user surveys suggest that many music pirates are making use of these offers. Therefore, the consumption of music by means of purchasing and downloading is replaced by a monthly payment service (paid MaaS) and an ad-supported (free MaaS) service. In contrast to the well-known music platforms for so-called à-la-carte downloads, such as the iTunes Store, MaaS possesses two important characteristics: transmission (streaming instead of downloading) and pricing model (flat rate instead of pay-per-download). Music as a Service (MaaS) represents a new, differing distribution approach in digital music. ![]() In the past, piracy has been counteracted especially by prosecution and legal offers. However, several studies found no effects or even positive effects of illegal downloading on record sales. ![]() Music piracy is still considered one of the main causes for this. ![]() Despite increasing acceptance of digital channels, total sales in the music business decreased by 31 % from 2004 to 2010.
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