| dc.description.abstract | With the rapid advancement of modern technologies, the music industry
throughout the world, including in Vietnam, has seen many improvements as well as
massive increases in consumption. The most notable is the evolution of digital music from
the digital music download era to the streaming age, which Vietnam is also at the dawn of.
However, the harsh reality is that the existing issue of illegal music exists, particularly in
Vietnam, which is seen as a problem for the whole music business. In addition to legal
actions to safeguard copyright in digital music, digital music platforms have worked hard to
encourage users to use copyrighted music. The green behemoth Spotify - the world's No. 1
music service platform, which has emerged and flourished aggressively in Vietnam since
2018, is the most prominent digital music platform with an effort to encourage customers to
spend money using copyrighted music. Spotify's progress has not been easy, however, due
to Vietnamese people's propensity of listening to illegal music and tough competition from
Apple Music, ZingMP3, and Nhaccuatui. As a result, the goal of this study was to figure out
what factors influence people's purchasing decision Spotify's online digital music service.
Furthermore, the moderating influence of customers’ self-efficacy of ethics for online
pirating on the interaction between value perception and buying purpose is considered in
this study. The survey will also be used to evaluate the link between user perceptions of
value and buying intent in the context of Vietnam's music business. The suggested model
was empirically tested using the quantitative method. The Smart PLS Plus application was
used to assess a sample of 334 responses using statistical approaches. The survey was
conducted in Ho Chi Minh City of Vietnam. According to the survey findings, benefit
perception will have a greater impact on the perception of Spotify music services’ value than
that of sacrifice. Furthermore, there is almost no influence on the perceived value of music
service Spotify in terms of technicality (perceived sacrifice). The results from the survey
also show the role of self-efficacy of ethics for online pirating's influence directly on buying
intention as well as on the interaction between perception of value and buying intent. Most
notably, the relationship between value perception and buying intention is examined in the
context of Vietnamese music once again. These findings will be used to build crucial
databases for Spotify's development and strategic direction in Vietnam. | en_US |
