The adoption of personalized music services - Combining qualitative and quantitative research -

摘要

In the last decade the music industry has been developing different Internet based music services. Lately personalization via recommendation is gaining popularity. In this paper we investigate the adoption of personalized music services by a combined quantitative and qualitative research approach. We first deploy an adoption study by the use of an adapted TAM survey. Our quantitative findings confirm perceived enjoyment as influential factor for intention to use, higher than perceived usefulness. Instead of broadening the quantitative study to a wider group of users we investigate deeper with qualitative interviews based on diffusion of innovation and different adoption models. Firstly three hypotheses are formulated on basis of the survey. Secondly our qualitative results give a richer explanation and show our group of respondents value the quality of the music recommendation mechanism over extra other functionalities like social networking, blogging and scrobbling. The latter result is important for music service suppliers in their highly competitive market.