An Analysis of Music Fan Towards Music Streaming Purchase Intention of Thailand's Music Industry

Abstract

Digital music streaming are climbing but overall music revenue is declining with digital music piracy being blamed as the culprit. In a 10 year period from 2003 to 2013, global music sales dropped from $US23.3 to $US15 billion dollars with Thailand’s music industry following the trend dropping from $US 304 million in 2010 to $US 279 million in 2014. The study therefore used a structural equation model to analyze the variables affecting digital music piracy and fan music streaming's purchase intention. From the seven point Likert scale questionnaire, 350 music fans were surveyed concerning their digital music streaming activities. The qualitative research was conducted with 10 executives in music industry by the use of purposive sampling. Partial Least Square Graph software was used for model verification with the results showing that fan idolatry has the highest influence on the overall decision to stream music digitally. The results showed that the results of quantitative research is practical and acceptable hypothesis significance at p ≤ 0.05 by factors that have a direct influence positive peak and overall influence is the highest passion to affect their willingness to stream music digitally to consumers. The findings of this study concluded that the artist's passion for their music fans is the key factor in music lover’s intent to stream and pay for digital music. Fans are ultimately the most important sector of the industry and unfortunately it is one which the industry forgets about. Labels or artists who focus on only ‘looking good’ while not engaging their fan audiences are destined for a continuing decline in their sales numbers.

Effects Of Fan Activity And Views On Purchase Decision In The Genshin Impact Fanwork Market: a Literature Synthesis

“…(Ghazwani, 2019) There is a strong relationship between fandom and fanaticism. (Sanitnarathorn, 2018) Idolatry or fanaticism directly affects purchase intention. (Lacasa et al, 2017) There is a connection between fandom participation and fans' collective and individual identity.…”

Exploring socioeconomic factors for the sustainability of electric guitar brands: focusing on traditional values and psychological attachment

“…Issue 4, 2023 ISSN (print) -2520-6621, ISSN (online) -2520-6214 Parry et al (2012) noted the possibility of the co-production between manufacturers and consumers, while Goh et al (2013) discussed the fan communities in terms of a co-production platform for strengthening the perceived resonance between them in view of sustaining the industry. Elsewhere,Sanitnarathorn (2018) found that fans are now more willing to support their favourite business based on the supportive intention as a co-production process.…”

Generation z's attitude towards music consumption on Joox online music streaming application

“…Generation Z, which are now including over two billion global members, are those who were born approximately from 1995 through the end of the 2000s (Seemiller & Grace, 2017). Internet is also one of the most significant members of generation Z, in other words, generation Zers are the first generation that could not be aware of the world without the internet (Sanitnarathorn, 2018). As they were born with it, it should come with no surprise that generation Zers are more acquainted with technology, gadgets, and digital platforms than other generations at the same age.…”

“…However, music business in Thailand still strives to cope with the evolution of digital disruption. Ever since music piracy was declared as the greatest threat facing music industry, 14 years later, piracy remained the number one threat that obstructs the Thai music sector from growing (PricewaterhouseCoopers, 2015, as cited in Sanitnarathorn, 2018). Thai music industry was also recognized as late adopter of social media and streaming channels as new marketing tool.…”

“…In addition, the top online music streaming service in Thailand is Joox music application. Owned and operated by the WeChat's owner, an Asian technological giant Tencent, Joox is an online music streaming service which is taken over Asian market, including Thailand (Sanitnarathorn, 2018). As an access-based platform, like Spotify and Apple Music, Joox sustains its business by obtaining VIP subscriptions and media partners.…”