n Management Dynamics : Journal of the Southern African Institute for Management Scientists - Gender differences in purchase intention of music downloads




Peer-to-peer (P2P) networks on the Internet enable the effortless sharing of music between Internet users, creating a major threat to the music industry. Given this threat, marketing managers need to craft marketing strategies that will persuade Internet users to purchase music downloads rather than downloading it from P2P networks. However, given the fact that research has shown that gender impacts on consumers' attitudes towards and use of technology, music marketers grapple with the question whether an undifferentiated marketing strategy should be used or whether a gender-segmentation approach will be more suitable. To assist marketing managers to create such strategies for online music downloads, this study investigates the formation of intention to purchase music downloads by considering the moderating effect of gender. A sample of 628 students at a mid-sized university participated in the study. A multi-group analysis was performed to test for non-invariance in the structural weights across gender. The main findings were that gender moderated the influence of and on and had a stronger influence on for females than for males, while the opposite was true for the influence of on .


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