n Management Dynamics : Journal of the Southern African Institute for Management Scientists - Towards understanding intention to purchase online music downloads
|Article Title||Towards understanding intention to purchase online music downloads|
|© Publisher:||Southern African Institute for Management Scientists (SAIMS)|
|Journal||Management Dynamics : Journal of the Southern African Institute for Management Scientists|
|Author||Mounia Bounagui and Jacques Nel|
|Publication Date||Jan 2009|
|Pages||15 - 26|
This study attempts to identify factors that influence the intentions of young, relatively well-qualified consumers in a developing country to purchase online music downloads. Data were collected from 715 undergraduate students attending a mid-size South African university. The results indicate that , Perceived usefulness Perceived enjoyment and Perceived trust in the online music retailer were the strongest overall predictors of Behavioural intention to purchase music downloads online. Moreover, although Perceived usefulness was the strongest overall predictor of Behavioural intention Perceived enjoyment exerted the strongest direct influence on Behavioural intention. In line with the Technology Acceptance Model Theory, Perceived ease of use is a significant predictor of Perceived usefulness. The majority of the respondents who participated in this study did not own a credit card, which was a barrier to purchasing music from online music retailers. However, even if an alternative payment method was provided, a slight majority of the respondents indicated that they would purchase music from online music retailers. This finding emphasises the need for developing online marketing strategies that will enhance the usefulness and enjoyment of downloading music from online music retailers.
Article metrics loading...