CONSUMERS MOTIVATION BEHIND ONLINE MUSIC BUYING BEHAVIOR
SHAHINAZ, SHIRINE (Adv.: Gerhard Havranek), Gerhard Havranek
This research focuses on the motivation factors behind online music buying across the targeted respondents. Questionnaire was used to understand what are the respondentsÂ’ motivations in buying music digitally. This study involved not only people who buy music online but also people who donÂ’t. This is done in order to know whether there are any similarities or differences regarding the opinion between both groups.
It is found that the motivations behind online music buying are convenience/accessibility, information availability, and artists appreciation. Based on the no group (people who do not buy music online) opinion, the results showed that info availability and artists appreciation issue are the main factors. Furthermore, price was considered as the most important attribute for the yes group whereas the no group stated that collections were the most important attribute.
Online music companies should focus in these motivation factors since it describes the needs of the individual. One important issue is artistsÂ’ appreciation, since consumers seem to have this belief and feeling, online music company could use it to increase awareness in this attribute by making advertisement or other related marketing strategies. The second thing to be focused on is convenience/accessibility; this attribute was too weak in explaining the motivation in the no group. This could be an indication that those people are not aware of the convenience related issue in an online music.
In order to retain the customers into buying music online, the online music company may focus on the issue regarding price difference with the physical store. Since, the respondents have chosen price difference as the most important motivation factor. Furthermore, in order to boost the customers and attract new customers into buying music online, the company needs to increase the musical records collections and advertise it to increase their awareness. This issue is addressed by the non-user online music.
Kata Kunci : consumer behavior, marketing, motivation
