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Plataformas de Streaming de musica: Influencia de variables sobre la intencion de compra(Music Streaming Platforms: Influence of variables on purchase intention)

Author

Listed:
  • Hernan Talledo

    (Universidad Peruana de Ciencias Aplicadas)

  • Lucero Melissa Patino Sierra

    (Universidad Peruana de Ciencias Aplicadas)

  • Jimena Durand Mejia

    (Universidad Peruana de Ciencias Aplicadas)

Abstract

Esta investigacion, tiene como objetivo ampliar el conocimiento acerca de los servicios de streaming de musica en Lima Metropolitana, ya que se discute el crecimiento masivo de estos servicios. Se identificaron factores como; (1) disfrute percibido, (2) utilidad percibida, (3) valor percibido, (4) influencia informativa, (5) influencia normativa y (6) precio percibido que tengan un impacto en la (7) intencion de compra. Se realizo una encuesta de forma virtual. La muestra final fue 348 personas que hicieron uso de la version de prueba de algunas plataformas de streaming como: Spotify, Deezer, Apple Music, YouTube Music, entre otras. El procedimiento estadistico utilizado fue el modelo de ecuaciones estructurales por minimos cuadrados parciales (PLS-SEM). Tambien se estudio la heterogeneidad percibida, a traves de un analisis multigrupo para establecer diferencias entre generos y categorias de edades. Los resultados permiten conocer, la influencia de los factores estudiados de las plataformas de streaming sobre la intencion de compra y como influyen en la compra de estos servicios. Dentro de los hallazgos, se resalta que los usuarios valoran mas los beneficios funcionales como adquirir informacion de forma sencilla, la calidad de contenido y la portabilidad y consideran a los medios masivos (television, radio y via publica) como variables que intervienen en la intencion de compra.

Suggested Citation

  • Hernan Talledo & Lucero Melissa Patino Sierra & Jimena Durand Mejia, 2023. "Plataformas de Streaming de musica: Influencia de variables sobre la intencion de compra(Music Streaming Platforms: Influence of variables on purchase intention)," Revista Internacional de Gestión del Conocimiento y la Tecnología (GECONTEC), Revista Internacional de Gestión del Conocimiento y la Tecnología (GECONTEC), vol. 11(1), pages 17-34, January.
    • Handle: RePEc:rge:journl:v:11:y:2023:i:1:p:17-34
    DOI: 10.5281/zenodo.7501559
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    References listed on IDEAS

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    More about this item

    Keywords

    Streaming; Spotify; music; purchase intention; perceived enjoyment; Streaming; Spotify; musica; intencion de compra; disfrute percibido;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • O3 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • D8 - Microeconomics - - Information, Knowledge, and Uncertainty
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty

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