Vietnamese Gen Z’s Attitudes And Behaviors Towards Online Music Piracy And Subscription-Based Services

Abstract

This study aims to examine the attitudes and behaviors of Vietnamese Gen Z towards online music piracy and their willingness to try subscription-based music services. The research will use the Theory of Reasoned Action (TRA) and the attitude intention model to test the hypotheses. The study uses the quantitative approach, and 317 Vietnamese Gen Z respondents conducted the survey. In terms of the data analysis, a structural equations model has been used. While economic and hedonic benefits positively influence attitudes towards online music piracy, moral judgment has a negative impact on this factor. Following the relationship, a positive attitude towards online piracy has a detrimental influence on customers' willingness to explore subscription-based music services. This factor is directly influenced by their degree of involvement & interest and personalization. The findings indicate a need for the music industry as well as policymakers to prioritize educating consumers about the consequences of accessing online music piracy. Additionally, the parties should emphasize the additional value and enjoyable advantages provided by subscription based music services.