How flow experience affects intention to use music streaming service

Abstract

Music streaming service has become more and more popular in recent years. However a huge amount of operation costs still distress service providers such as Spotify, KKbox, Pandora etc. Accordingly, it is important to attract users' continuous subscribing service. In this study, we develop and propose a conceptual research model in the context of music streaming service, using flow theory as a focal construct to examine its antecedents and the effect on users' intentions to continue subscribe service. The present study looks forward to contributing to the research on flow theory by proposing and testing the conceptual model. Hence, ultimately provide service provider guidelines to create optimal service experience of music streaming.

Exploring values affecting e-Learning adoption from the user-generated-content: A consumption-value-theory perspective

“…This is also evident from hypothesis H4. We also see that in line with earlier researchers, (Wang & Huang, 2014;Zhang et al, 2017), we find a positive relationship (β=0.105) between platform innovativeness and behavioural intention. The possible reasons can that user look for e-Learning platforms which provides some technical facilities for enhancing the learning process like intelligent bots to handle user queries, forum for discussion, webinars to attend the lectures live and discuss with people from different places, etc.…”

“…Thus, we propose: H6: Topic cover (epistemic values) has a positive influence on the intention to use the e-Learning serviceEpistemic values also deals with the novel, unique offerings in the platform from the technical point of view which can help the user. ResearchersWang and Huang (2014) have argued that the service content of the platform is equally important as the platform design. Several other researchers(Zhang, Yin, Luo, & Yan, 2017;Shao, 2018) in context of MOOCs have also lend their support on a good platform design.…”

Exploring the determinants of users’ co-creation behavior on music streaming platforms in China

“…More and more researchers study users’ flow experience in online behavior. Wang and Huang [ 12 ] proposed a conceptual research model in the context of music streaming services, using flow theory as a focal construct to examine its antecedents and the effect on users’ intentions to continue to subscribe to the service. Yang and Lee [ 13 ] recently studied the user acceptance of streaming media devices from flow theory.…”