| dc.description.abstract | Since the booming of Digital Age and Internet Era, a significant growth in copyright infringement rate has been recorded , creating a huge concern for intellectual properties holder , specifically in music industry. The complexity and hard-to-identify of the Internet has created a perfect platform for online music copyright violation. Since then , customers have the choice of downloading free songs on pirated websites and get rid of paying money for copyrighted songs from legitimate websites. In the case of Viet Nam, one of the country that has highest piracy rate all over the world, the music copyright violation happens complexly , it decrease the willingness of customer to purchase for copyrighted songs from official websites . Therefore, in order to build up copyright-respect habit among Vietnam Internet users, the legitimate websites that offer copyrighted songs need to know how customers evaluate their service, the alternative choice from pirated sites that provide free music and which factors that have impact on the willingness of customer to purchase for copyrighted songs .
With purpose is to assist legitimate websites ( Mp3.zing.vn , Nhaccuatui.com , Nhacso.net …) to improve its customer service performance and increase the willingness of customer to use their service, this research aims to achieve 2 main goals. First of all, determine the attitudes of Vietnam consumers and social norms which influence intentions to purchase online copyrighted music or to download it for free. Next, after measuring, based on the results, the study proposes solution for improving service quality and increasing the willingness of customer to pay for online copyrighted songs .
The study was conducted by quantitative analysis based on secondary data and primary data. Secondary data was collected from reliable source from Yahoo Vietnam , Cimigo and past researches about relevant issue . The primary data was collected throughout survey questionnaire distributing to 200 Internet user in Ho Chi Minh City with the valid response rate is 95%. Descriptive statistics as percentage, frequency, mean, standard deviation; reliability test; exploratory factor analysis, correlation testing, multiple regressions and one-way ANOVA were applied to analyze variables, test model, hypotheses and answer research questions.
Finally, findings indicated that legitimate websites that provide copyrighted music ( Mp3.zing.vn , Nhaccuatui.com , Nhacso.net …) should improve its service in terms of 4 dimensions that include perceived risks/consequences, idolization, economic, service quality satisfaction in order to increase the willingness of customer to buy copyrighted songs. Service marketing strategies to improve customer satisfaction performance are also discussed. | en_US |
