| dc.description.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. | en_US |
