PEER-TO-PEER MUSIC DOWNLOAD vs. DIGITAL MUSIC SERVICES: A STUDY OF CONSUMPTION AND USAGE BEHAVIOR WITH MODIFIED THEORY OF PLANNED BEHAVIOR

In recent years, popular channel to obtain record album has been shifted from purchasing Compact Disc to downloading MP3. In fact, Digital Music Service, the industry that sells MP3 songs, has seen tremendous successes and is making hundreds of millions of dollars every year. However, few attempts have been made to understand the consumption behavior of this newly emerged industry because it has its own characteristics that made other behavioral models inapplicable to it. In this study, we surveyed college students on their subscription behavior for Digital Music Service. A modified Theory of Planned Behavior (TPB) model was used as the framework. This new model incorporates the Technology Acceptance Model and a new construct, the perceived quality of service, to the original TPB model. Based on the survey results, the present study depicts a model that explains the subscription behavior and identifies that subject norm has the most significant effect on the intention to subscribe. Also, features that potential subscribers found important are revealed. The results provide marketing implications for Digital Music Service provider, and open a direction for future studies.