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- Title
SPOTIFY MÜŞTERİLERİNİN ÜYELİK DAVRANIŞININ UTAUT2 MODELİ İLE İNCELENMESİ.
- Authors
GEZMİŞOĞLU ŞEN, Didem; TELLİ, Gonca
- Abstract
Digitalization has led to the establishment of many digital platforms and the creation of very different and diverse content. In particular, the content on platforms that provide visual and audio content production and presentation is becoming a great value day by day. The music industry is one of the sectors that make the best use of digital platforms. The leading application of music and podcast-oriented digital platforms is Spotify, which has millions of members worldwide. Spotify reached 365 million people in the second quarter of 2021. It has 82 million subscribers, and 70 million songs and 2.9 million podcast content on the platform. The Spotify digital platform offers many options to its users. Therefore, the behavioral intentions of paid and free members using Spotify were examined in line with the extended integrated technology use and behavior model (UTAUT2). In the study, the online survey method was preferred, and 227 participants over the age of 18 were reached. The collected data were analyzed with the SPSS Amos 24 program. According to the conclusions of the research, although no positive relationship was found between social influence, price value, performance expectation, effort expectancy, hedonic motivation, facilitating conditions and behavioral intention, a positive relationship was found between habit, and behavioral intention.
- Publication
Journal of Business Economics & Management Research, 2024, Vol 7, Issue 1, p175
- ISSN
2618-6071
- Publication type
Article