Consumer adoption of online music services: The influence of perceived risks and risk-relief strategies

摘要

Purpose - The aim of this paper is to offer insights into what consumers are looking for whenrndownloading music and what different consumer groups might look for in commercial online musicrnservices, based on their current level of music downloading, and their likelihood of purchasing musicrnonline in the near future.rnDesign/methodology/approach - The literature review focused on the risk and adoption theories.rnInterviews were used to help derive variables used in the design of a questionnaire. A web survey ofrn211 samples was used as a data collection method for this study.rnFindings - The results suggest that performance and time-loss aspects of perceived risks are playingrnan important role, while social and psychological aspects of risks are of the least concern to consumers.rnWhere different types of users are concerned, those with the most experience of downloading musicrnare the least profitable segment to target. Non and Light downloaders, on the other hand, should be thernfocus of marketing activities, although their needs are different.rnOriginality/value - This paper highlighted that different groups have different behaviours towardsrndownloading music. The finding helps the online music providers to focus on and capture the new agerndownloaders.