The Access Model for Music and the Effect of Modification, Trial, and Sharing Usage Rights on Streaming Adoption and Piracy

Abstract

The access economy business model has been applied to a wide range of digital goods and services such as software, movies, music, and books. The digital platforms that manage transactions between buyers and sellers enable product rights owners to define product usage rights with a great deal of precision. In this paper, music product usage rights for digital consumption and platform attributes of music streaming systems are discussed and a model for digital music streaming system adoption and digital piracy is presented. The results of a quasi-experiment suggest that the perceived freedom to tryout, modify, and share digital music products contribute to both perceived usefulness and perceived enjoyment of a product format and the music streaming system. In turn, perceived usefulness and perceived enjoyment lead to the intention to adopt a music streaming system. The perceived usefulness of a music streaming system is associated with a reduction of pirating intention.

Music streaming services: understanding the drivers of customer purchase and intention to recommend

“…This result is in line with the findings of van der Heijden (2004) , Chu and Lu (2007) , Venkatesh et al. (2012) and Hampton-Sosa (2017 , 2019) , evidencing the importance of the role of hedonic benefits in technology acceptance. In this context, some music streaming services features that contribute to their usefulness can also contribute to the consumer's enjoyment ( Hampton-Sosa, 2019 ).…”

“…This result contradicts the findings of van der Heijden (2004) , where it is affirmed that in hedonic systems (music streaming services can be integrated into this category of systems), the perceived ease of use is understood as a stronger determinant than perceived usefulness. As consumers value efficiency, music streaming providers should focus on designing ways to increase it ( Hampton-Sosa, 2017 , 2019 ). It is known that consumer experience in the IS field is growing, and thus, it could be helpful for these services, enhancing their utilitarian character, in order to please the consumer more and generate differentiation between competitors.…”

“…In this context, the performance expectancy can be raised by improving tools to look for music, sorting algorithms, or simplifying sharing in other platforms ( Hampton-Sosa, 2017 ). The process of discovering new music is indispensable to users ( Dias et al., 2017 ; Hampton-Sosa, 2019 ; Kjus, 2016 ); hence, music streaming services should invest in research to discover or improve those kinds of functions. According to Hampton-Sosa (2019) , a music streaming service's perceived usefulness can be interpreted as a decrease in piracy.…”

“…The process of discovering new music is indispensable to users ( Dias et al., 2017 ; Hampton-Sosa, 2019 ; Kjus, 2016 ); hence, music streaming services should invest in research to discover or improve those kinds of functions. According to Hampton-Sosa (2019) , a music streaming service's perceived usefulness can be interpreted as a decrease in piracy.…”

From pirates to subscribers: 20 years of music consumption research

“…The second line of research aims to characterize the intention to consume music both illegally and legally. Perceived usefulness and enjoyment are found to determine the adoption of music streaming services (Hampton‐Sosa, 2019). Research using university students suggest that illegal consumption is explained through the social learning environment, attitudes, and subjective norms or culture (Dilmperi et al., 2017; Reardon et al., 2019; Wang et al., 2011).…”