According to the Nielsen Music 360 Research Report, 67% of all music consumers in the United States used digital music streaming services to listen, discover, and share music online in 2014 (The Nielsen Company, 2014). As such, communications scholars and music industry professionals are beginning to recognize the importance of understanding the factors that influence digital music listener behavior. Therefore, this study proposes an expanded theory of planned behavior model (TPB) by incorporating music streaming motives, social identification, and technological engagement into the original TPB model framework in an effort to gain a better understanding of people's intentions to use digital music streaming services as well as the amount of time spent listening to them. Results suggest that both the original TPB and expanded TPB models can be successfully applied within the context of digital music streaming service use. Specifically, attitudes as well as convenience emerged as positive contributors to intention to use digital music streaming services, while entertainment along with social identification, technological engagement, and behavioral intention emerged as positive contributors to streaming behavior. Additionally, information seeking and pass time emerged as negative contributors to these two behavioral outcomes. However, adding these additional components only improved the overall ability of the expanded model to predict streaming behavior. Both models also explained a larger percentage of intention to use digital music streaming services as compared to total time spent listening. As a result, this study implies the practical importance of understanding the fundamental differences between what drives listener intentions to use digital music streaming services as compared to what drives the actual amount of time listeners spend using digital music streaming services.
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Master of Arts (M.A.)
College of Sciences
Communication; Mass Communication
Length of Campus-only Access
Masters Thesis (Open Access)
Bolduc, Heidi, "Examining the Role of Music Streaming Motives, Social Identification, and Technological Engagement in Digital Music Streaming Service Use" (2016). Electronic Theses and Dissertations. 5208.