EXAMINING SPOTIFY CUSTOMERS' SUBSCRIPTION BEHAVIOR WITH UTAUT2 MODEL

Didem Gezmişoğlu Şen; Sahure Gonca Telli

Makale detayları

EXAMINING SPOTIFY CUSTOMERS' SUBSCRIPTION BEHAVIOR WITH UTAUT2 MODEL

Yazarlar:

Didem Gezmişoğlu Şen | Sahure Gonca Telli

Yayıncı:

Bayburt University

Ana Başlıklar:

İşletme

Dergi:

İşletme Ekonomi ve Yönetim Araştırmaları Dergisi Vol.6 Issue 2, pp.175-190

Belge Tipi:

Makale

Yayın Tarihi:

7/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001295707

pISSN:

2618-6195

Anahtar kelimeler:

Özet:

 Digitalization has led to the establishment of many digital platforms and the creation of very different and diverse content. In particular, the content on platforms that provide visual and audio content production and presentation is becoming a great value day by day. The music industry is one of the sectors that make the best use of digital platforms. The leading application of music and podcast-oriented digital platforms is Spotify, which has millions of members worldwide. Spotify reached 365 million people in the second quarter of 2021. It has 82 million subscribers, and 70 million songs and 2.9 million podcast content on the platform. The Spotify digital platform offers many options to its users. Therefore, the behavioral intentions of paid and free members using Spotify were examined in line with the extended integrated technology use and behavior model UTAUT2. In the study, the online survey method was preferred, and 227 participants over the age of 18 were reached. The collected data were analyzed with the SPSS Amos 24 program. According to the conclusions of the research, although no positive relationship was found between social influence, price value, performance expectation, effort expectancy, hedonic motivation, facilitating conditions and behavioral intention, a positive relationship was found between habit, and behavioral intention.

 Digitalization has led to the establishment of many digital platforms and the creation of very different and diverse content. In particular, the content on platforms that provide visual and audio content production and presentation is becoming a great value day by day. The music industry is one of the sectors that make the best use of digital platforms. The leading application of music and podcast-oriented digital platforms is Spotify, which has millions of members worldwide. Spotify reached 365 million people in the second quarter of 2021. It has 82 million subscribers, and 70 million songs and 2.9 million podcast content on the platform. The Spotify digital platform offers many options to its users. Therefore, the behavioral intentions of paid and free members using Spotify were examined in line with the extended integrated technology use and behavior model UTAUT2. In the study, the online survey method was preferred, and 227 participants over the age of 18 were reached. The collected data were analyzed with the SPSS Amos 24 program. According to the conclusions of the research, although no positive relationship was found between social influence, price value, performance expectation, effort expectancy, hedonic motivation, facilitating conditions and behavioral intention, a positive relationship was found between habit, and behavioral intention.

 Digitalization has led to the establishment of many digital platforms and the creation of very different and diverse content. In particular, the content on platforms that provide visual and audio content production and presentation is becoming a great value day by day. The music industry is one of the sectors that make the best use of digital platforms. The leading application of music and podcast-oriented digital platforms is Spotify, which has millions of members worldwide. Spotify reached 365 million people in the second quarter of 2021. It has 82 million subscribers, and 70 million songs and 2.9 million podcast content on the platform. The Spotify digital platform offers many options to its users. Therefore, the behavioral intentions of paid and free members using Spotify were examined in line with the extended integrated technology use and behavior model UTAUT2. In the study, the online survey method was preferred, and 227 participants over the age of 18 were reached. The collected data were analyzed with the SPSS Amos 24 program. According to the conclusions of the research, although no positive relationship was found between social influence, price value, performance expectation, effort expectancy, hedonic motivation, facilitating conditions and behavioral intention, a positive relationship was found between habit, and behavioral intention.

 Dijitalleşme birçok dijital platformun kurulmasını ve çok farklı ve çeşitli içeriklerin oluşmasını sağlamıştır. Bilhassa görsel ve işitsel içerik üretimi ve sunumu sağlayan platformlarda yer alan içerikler, gün geçtikçe büyük bir değer haline gelmektedir. Dijital platformları en iyi şekilde kullanan sektörlerin başında müzik sektörü gelmektedir. Müzik ve podcast ağırlıklı olan dijital platformların en önde gelen uygulaması ise dünya çapında milyonlarca üyeye sahip olan Spotify uygulamasıdır. Spotify 2021 yılı ikinci çeyreğinde 365 milyon kişiye ulaşmıştır. 82 milyon abonesi ve platformda 70 milyon şarkı ve 2,9 milyon podcast içeriği bulunmaktadır. Spotify dijital platformu kullanıcılarına pek çok seçenek sunmaktadır. Bu nedenle, Spotifyı kullanan ücretli ve ücretsiz üyelerin davranışsal niyetleri genişletilmiş bütünleşik teknoloji kullanımı ve davranışı modeli UTAUT2 doğrultusunda incelenmiştir. Yapılan çalışmada çevrimiçi anket yöntemi tercih edilmiş olup, 18 yaş üstü katılımcılardan 227 kişiye ulaşılmıştır. Toplanan veri SPSS Amos 24 programı ile çözümlenmiştir. Araştırmanın sonucuna göre sosyal etki, fiyat değeri, performans beklentisi, çaba beklentisi, hedonik motivasyon, kolaylaştırıcı koşullar ile davranışsal niyet arasında pozitif bir ilişkiye rastlanılmamasına rağmen alışkanlık ile davranışsal niyet arasında pozitif ilişkiye rastlanılmıştır.

Makale detayları

EXAMINING SPOTIFY CUSTOMERS' SUBSCRIPTION BEHAVIOR WITH UTAUT2 MODEL

Yazarlar:

Didem Gezmişoğlu Şen | Sahure Gonca Telli

Yayıncı:

Bayburt University

Ana Başlıklar:

İşletme

Dergi:

İşletme Ekonomi ve Yönetim Araştırmaları Dergisi Vol.6 Issue 2, pp.175-190

Belge Tipi:

Makale

Yayın Tarihi:

7/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001295707

pISSN:

2618-6195

Spotify

UTAUT2

Digital Marketing

consumer behaviordijital pazarlama

spotify

UTAUT2

Sayı

Makale detayları

EXAMINING SPOTIFY CUSTOMERS' SUBSCRIPTION BEHAVIOR WITH UTAUT2 MODEL

Yazarlar: Didem Gezmişoğlu Şen | Sahure Gonca Telli

Yayıncı: Bayburt University

Ana Başlıklar: İşletme

Dergi: İşletme Ekonomi ve Yönetim Araştırmaları Dergisi Vol.6 Issue 2, pp.175-190

Belge Tipi: Makale

Yayın Tarihi: 7/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001295707

pISSN: 2618-6195

Spotify

UTAUT2

Digital Marketing

consumer behaviordijital pazarlama

spotify

UTAUT2

Sayı

Yazarlar:

Didem Gezmişoğlu Şen | Sahure Gonca Telli

Yayıncı:

Bayburt University

Ana Başlıklar:

İşletme

Dergi:

İşletme Ekonomi ve Yönetim Araştırmaları Dergisi Vol.6 Issue 2, pp.175-190

Belge Tipi:

Makale

Yayın Tarihi:

7/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001295707

pISSN:

2618-6195