Australian consumer’s purchase of online music using the value intention framework: a research proposal
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The advent of online downloads has lead to a resurgence in music sales in a number of markets worldwide despite consumers in each country differing in their speed of adoption and the perceived benefits and scarifies attained from digital purchases. This proposed empirical research will draw upon the Value Intention Framework adapted by Chu and Lu (2007) to examine the willingness of Australian consumers to purchase online music in the form of paid, legal digital downloads. The study on which this proposal is based was conducted on Taiwanese consumers, and the Australian adoption of e-commerce and online purchase of hedonistic products (such as music) is expected to differ. A need to fulfill this gap is indicated by past researchers. The proposed research would explore the extent to which the discrepancy of Perceived Benefits sought (Perceived Usefulness, Perceived Enjoyment) and Perceived Sacrifices (Perceived Ease of Use, Perceived Price) incurred will lead to Perceived Value of online music for Australian consumers. It would also determine if Perceived Value of online music will lead to Purchase Intention amongst respondents. A structural equation model is proposed to assess these relationships. This will assist practitioners and marketing managers of online music in Australia and in country of similar characteristics to develop better greater consumer behaviour knowledge and market strategies.
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