The factors impact on intention to use premium version of streaming music service

Abstract

This study is conducted to investigate the factors affecting on customer’s intention to use premium version of streaming music service based on the theory of planned behavior and two extended variables which are perceived benefit and perceived sacrifice. To analyze the proposed hypothesis, 300 surveys were delivered to respondents in Ho Chi Minh city. It can be concluded that Attitude, Subjective norm have positive impact on intention to use premium version while attitude is affected positively by perceived benefit and negatively by perceived sacrifice. The results of this study may assist streaming music brands in understanding Vietnamese context and consumers in order to create effective strategy of raising more premium users.