Análise dos determinantes da intenção de uso de serviços premium de streaming de música, a partir do Modelo de Adoção Baseado em Valor (VAM)
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Data
2023-01-05
Autores
Frasson, Marina Silva
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Universidade Estadual Paulista (Unesp)
Resumo
O streaming é uma forma de transmissão de som e imagem através da internet sem a necessidade de download e vem, já há algum tempo, angariando um número cada vez maior de consumidores e transformando o mercado tradicional da música. Esse serviço oferece acesso irrestrito a uma imensa coleção musical, em qualquer hora e local a partir de qualquer dispositivo online, facilitando o consumo dessa manifestação artística. Nesta direção, o objetivo principal deste estudo foi analisar os fatores que influenciam a assinatura de serviços de streaming de música, por meio do Modelo de Aceitação Baseado em Valor (VAM). Na busca pelo alcance deste objetivo, realizou-se uma pesquisa do tipo survey com uma amostra por conveniência, composta por 175 respondentes, das quais 95% eram de usuários plataforma de streaming e 166 deles assinantes desse serviço. No processo de tratamento dos dados, aplicou-se inicialmente, estatística descritiva, para identificar as ocorrências percentuais. O passo seguinte foi a aplicação do Modelo de Equações Estruturais (Structural Equation Modeling – PLS). Os resultados dessas análises indicaram que o prazer e a tecnicidade, medida de forma reversa, são os principais fatores determinantes da assinatura de serviços de streaming de música. Notou-se que apesar da percepção de utilidade da plataforma ser alta, esse fator não é suficiente para levar ao processo de adoção. Sua ausência, contudo, poderia significar a não adesão.
Streaming is a way of transmitting sound and image over the internet without the need for a download and has, for some time now, been attracting an increasing number of consumers and transforming the traditional music market. This service offers unrestricted access to an immense musical collection, at any time and place from any online device, facilitating the consumption of this artistic expression. In this direction, the main objective of this study was to analyze the factors that influence the subscription of music streaming services, through the Value-Based Acceptance Model (VAM). In order to reach this objective, a survey was carried out with a convenience sample, composed of 175 respondents, of which 95% were streaming platform users and 166 of them subscribers to this service. In the data processing development, descriptive statistics were initially applied to identify percentage occurrences. The next step was the application of the Structural Equation Modeling (PLS). The results of these analyzes indicated that pleasure and technicality, measured in reverse, are the main determinants of subscribing to music streaming services. It was noted that despite the perception of the platform's usefulness being high, this factor is not enough to lead to the adoption process. Its absence, however, could mean non-adherence.
Streaming is a way of transmitting sound and image over the internet without the need for a download and has, for some time now, been attracting an increasing number of consumers and transforming the traditional music market. This service offers unrestricted access to an immense musical collection, at any time and place from any online device, facilitating the consumption of this artistic expression. In this direction, the main objective of this study was to analyze the factors that influence the subscription of music streaming services, through the Value-Based Acceptance Model (VAM). In order to reach this objective, a survey was carried out with a convenience sample, composed of 175 respondents, of which 95% were streaming platform users and 166 of them subscribers to this service. In the data processing development, descriptive statistics were initially applied to identify percentage occurrences. The next step was the application of the Structural Equation Modeling (PLS). The results of these analyzes indicated that pleasure and technicality, measured in reverse, are the main determinants of subscribing to music streaming services. It was noted that despite the perception of the platform's usefulness being high, this factor is not enough to lead to the adoption process. Its absence, however, could mean non-adherence.
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Arte musical, Musica e tecnologia, Streaming de áudio