EXPLORING THE FACTORS AFFECTING PURCHASE INTENTION IN MUSIC INDUSTRY

Yıl 2016, Cilt: 2 Sayı: 2, 169 - 180, 19.10.2016

Mustafa Ağaoğlu , Emine Serra Yurtkoru , Yusuf Şahin

Öz

The purpose of this study is to analyze the factors, ethical behavior, product involvement, attitude, perceived sacrifice, and perceived benefit, impact on purchase intention in music industry. A model is constructed and tested empirically. A sample of 255 individuals are collected and a multi-item questionnaire is used. It is found that purchase intention is relatively low for both CD/DVD and digital music whereas illegal downloading is perceived as an acceptable behavior in the society. The proposed factors are found to explain the purchase intention models in a variety of combinations depending on the music media purchased. Managers in music industry can make use of the findings and the results of this study in order to improve their business and revenue models.

Keywords: Ethical Behavior, Information Systems, Music Downloading, Perceived Benefit, Perceived Sacrifice, Purchase Intention

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