Khóa luận tốt nghiệp factors affecting purchase intention in the paid music streaming services in ho chi minh city

TABLE OF CONTENTS CHAPTER INTRODUCTION 1.1 Background of the study 1.2 Research Objectives and Research Questions 1.1 1.1.1 Research Subjects and The Scope of Research Research Subjects 1.3 Research Methodology .5 1.4 The practical significance of the thesis .5 1.5 Thesis structure CHAPTER LITERATURE REVIEW 2.1 Previous Empirical Studies .8 2.2 Theoretical Background and Hypothesis Development .14 CHAPTER METHODOLOGY 30 3.1 Research Process 30 3.2 Survey Design 32 3.3 Data Analysis Methods 35 CHAPTER RESEARCH RESULTS AND DISCUSSION 39 CHAPTER CONCLUSION 46 5.1 Conclusion 46 5.2 Implication 47 5.3 RESEARCH LIMITATIONS 48 5.4 FURTHER RESEARCH DIRECTIONS .48 REFERENCES 50 APPENDIX 53 LIST OF FIGURES Figure - Proposed Conceptual Model by Vafa Saboori-Deilami and Chang Seob Yeo (2019) Figure - Conceptual Model by J Y Chai, L K K Ken, K H Chan, S X Wan1 and T T Ting (2021) 11 Figure - Conceptual Model by Mariana Lopes Barata and Pedro Simoes Coelho (2021) 12 Figure - Conceptual Model of Thomas M Wagner and Thomas Hess (2013) 14 Figure - Conceptual Model 21 Figure - Research process 30 Figure - Hypothesis Testing 44 SYMBOLS AND ABBREVIATIONS TABLE Number Symbols Detail name IFPI International Federation of Phonographic Recordings TPB Theory Planned Behavior MSS Music Streaming Services CHAPTER INTRODUCTION 1.1 Background of the study According to a Q&Me report that conducted a survey based on 1500 people including 18 to 44 years old nationwide in 2021, music is the most favorite entertainment medium of Vietnamese people with more than 70% of people listening to the survey music for more than 30 minutes a day Currently, the popular music listening applications of Vietnamese people are mostly non-paid applications such as Youtube Music, Zing Mp3, NhacCuaTui, etc This is not difficult to understand when Vietnam is a country that has not had any copyright protection laws for products ranging from music to movies But in recent years, the emergence of international music applications such as Spotify, Apple Music, Itunes, has changed the landscape for the Vietnamese music market Streaming is popular in developed music industries In 2022, streaming grew by 65% of the total revenue of the global music industry - a marked increase on the prior year‘s growth rate (+24.3%), and had over 532 millions user of paid subscription accounts, according to a report released by the International Federation of Phonographic Recordings (IFPI) The development of streaming contributes to building a civilized music environment because it is closely tied to the interests of artists, music listeners and product copyrights In Vietnam, streaming is at an early stage with great potential: 39,6% of people listen to music streaming services, the average music streaming time per day is about hour and 11 minutes (Updated January 2022 of We Are Social) Revenue in the Music Streaming segment is projected to reach US$26.70m in 2022 and expected to show an annual growth rate (CAGR 2022-2027) of 6.66%, resulting in a projected market volume of US$36.85m by 2027 The race to win the hearts of listeners is not only in the criteria of copyright or monopoly business but also in technical and technological factors to optimize the user's listening experience Researches on Music Streaming Services have attracted special attention from domestic and foreign researchers Studies have shown a lot of different factors affecting the intention to buy as well as use paid music services D rr et al 2010 examined different service features‘ influence on people‘s willingness to pay for MaaS services by surveying 132 MaaS users D rr 2012 applied the Theory of Planned Behavior TPB to look behind music pirates‘ intentions to use MaaS and to pay for such services A total of 132 music pirates would use the basic, free version but had very little intention to pay for the premium version Users‘ subjective norms and attitudes towards the service proved to have the most predictive power when explaining people‘s intention to use MaaS MaaS‘s relative advantage over illegal downloading influenced users‘ attitudes towards the service Wagner, Benlian, and Hess (2013) used the Dual Mediation Hypothesis to investigate whether free versions occur as advertisements for premium versions within freemium business models Their results indicate that there is no advertising effect between free and premium versions No other studies have explained users‘ willingness to pay for a service that is also available for free Aapeli (2016) applied the UTAUT2 model to suggests that paid MaaS services should focus on providing their users a good price value and hedonic pleasure, while exploiting consumers‘ tendency for habitual system usage Also used the model UTAUT2, Mariana and Pedro (2021) confirm that habit, performance expectancy and price value play the most important role in influ- encing the intention to use a paid music streaming service Simultaneously, new dimensions such as personalisation, attitude towards piracy and perceived freemium-premium fit arise as having an additional relevant role in adopting this type of service In this thesis, the author choses the Theory of Planned Behavior (TPB) as the theoretical framework for the conceptual model The TPB belongs to the most powerful predictive persuasion theories and has been used several times in the Information Systems field to measure user acceptance and adoption One advantage of the TPB is its flexibility in allowing new variables (Ajzen, 1991) In past studies regarding the acceptance of music distribution channels, the TPB was used and extended successfully e.g., d‘Astous, Colbert and Montpetit, 2005; Plowman and Goode, 2009) According to Ajzen (1991) the actual behavior is guided by three factors: evaluations of the behavioral outcomes (attitude), beliefs about the normative expectations of others (subjective norm), and beliefs about the factors that could strengthen or weaken the performance of the behavior (perceived behavioral control) This study inherits and develops the TPB theory with age, gender, and occupation being the moderating effects on the intention to use paid Music Streaming Services (MSS) of individual customer in Ho Chi Minh City The use of this theory to study the influence of factors on the adoption of MSS has been studied in other countries, but the context of different countries, different levels of economic development, cultures have shown that the research results are different, so the previous research results are not suitable for the context of Vietnam and especially Ho Chi Minh City In the face of the rapid development of the music industry, the development of music applications has been focused by companies in the industry However, the percentage of people paying fees to use the service is still modest Specific studies in the context of Vietnam from the perspective of customers are pretty rare On that basis, studying the factors affecting purchase decisions of customers in paid music streaming services in Ho Chi Minh City is very important The findings from this study can help companies come up with solutions tailored to specific customer segments Stemming from the above reasons, the author will use the TPB model with adjustments and supplements to suit the Vietnamese situation to answer the research questions which factors affect to the decisions to purchase services of customers, application usage behavior in Ho Chi Minh, the degree of influence of each factor on the decision to pay fees or not in the thesis with the topic: Factors Affecting The Customer’s Purchase Intention In The Paid Music Streaming Services In Ho Chi Minh City 1.2 Research Objectives and Research Questions 1.2.1 Research Objectives The study suggests several approaches to innovate and increase quality in order to develop a business growth plan  Identify the factors of paid music streaming services affect on the customer‘s purchase intention in the paid music streaming services in Ho Chi Minh City  Determine the level impact of each factor on consumer purchase decisions 1.2.2 Research questions This research is aimed to probe the factors of paid music streaming services which have significant impact on customers‘ intentions to purchase services in Ho Chi Minh City The research questions are:  Which factors of paid music streaming services affect to the intentions to purchase services of customers in Ho Chi Minh City?  To what extent each factor affect customers‘ intentions to purchase services? 1.3 Research Subjects and The Scope of Research 1.3.1 Research Subjects  A study of investigating of factors of paid music streaming services which have significant impact on customers‘ intentions to purchase services in Ho Chi Minh City 1.3.2 The Scope of Research  In term of space: customers in Ho Chi Minh City  In term of time: from August to November, 2022 1.4 Research Methodology This study was carried out using a combination of qualitative and quantitative research methods - Qualitative research method: Conducted in the period of reviewing and summarizing previously published works at home and abroad in order to clarify research concepts and build questionnaires Next, individual in-depth interview techniques are used to explore and build observed variables used in measuring research concepts and building theoretical models for research The collection of information is done through the form of a survey of the subjects, based on the outline outlined in advance - Quantitative research method: It is carried out based on the application of techniques such as Crobach's Alpha reliability test, exploratory factor analysis EFA, and structural modeling linear SEM Information was collected by questionnaire to survey the opinions of consumers in Ho Chi Minh City Ho Chi Minh The estimated sample size is 300 Quantitative research results are used to verify the discovery results from qualitative research, thereby, evaluate and conclude about the research problem 1.5 The practical significance of the thesis The combination of factors in the theoretical model of Theory of planned behavior (Ajzen, 1985, 1991) and the theory of Perceived Value, Perceived Risk to synthesize new observed variables that have never been considered in the previous study previous studies in Vietnam on factors affecting the decision to buy paid online music services The topic contributes to determining the factors affecting customers' intention to buy online music services, specifically studying the impact of customer psychological aspects, risks in using the product The topic applies research results for businesses to have a suitable orientation in the process of promoting customers to pay for online music services 1.6 Thesis structure In addition to the introduction, conclusion, list of references, the thesis content is structured into chapters: Chapter 1: Research Overview Chapter 2: Literature Review Chapter 3: Research Methodology Chapter 4: Results Chapter 5: Conclusion and suggesting solutions  Second, further research should expand the research model in a new direction and add new factors to get more comprehensive factors 49 REFERENCES Aapeli Helkkula (2016) Consumers' Intentions to Subscribe to Music Streaming Services Master‘s Degree, Aalto University Ajzen, I (1991) The theory of planned behavior Organizational behavior and human decision processes, 50(2), 179-211 Bender, M T., & Wang, Y (2009) The impact of digital piracy on music sales: A cross-country analysis International Social Science Review, 84(3/4), 157-170 Bhattacharjee, S., Gopal, R D., & Sanders, G L (2003) Digital music and online sharing: software piracy 2.0? Communications of the ACM, 46(7), 107111 Bhattacharjee, S., Gopal, R D., Lertwachara, K., & Marsden, J R (2006) Consumer search and retailer strategies in the presence of online music sharing Journal of Management Information Systems, 23(1), 129-159 Charlie C Chen,Steven Leon,Makoto Nakayama (2018) Converting music streaming free users to paid subscribers: social influence or hedonic performance International Journal of Electronic Business 2018, 128-145 Cesareo, L., & Pastore, A 2014 Consumers‘ attitude and behavior towards online music piracy and subscription-based services Journal of Consumer Marketing, 31(6/7), 515-525 Chen, K Y., & Chang, M L 2013 User acceptance of ‗near field communication‘mobile phone service: an investigation based on the ‗unified theory of acceptance and use of technology‘model The Service Industries Journal, 33(6), 609-623 Chu, C W., & Lu, H P (2007) Factors influencing online music purchase intention in Taiwan: An empirical study based on the value-intention framework.Internet Research, 17(2), 139-155 50 10 Claire Carter (2020) How Streaming Services Changed the Way We Listen to and Pay for Music Honors Theses, University of Mississippi 11 Cronan, T P., & Al-Rafee, S (2008) Factors that influence the intention to pirate software and media Journal of Business Ethics, 78(4), 527-545 12 D rr, J., Wagner, D V T., Benlian, A., & Hess, T (2013) Music as a Service as an Alternative to Music Piracy? Business & Information Systems Engineering, 5(6), 383-396 13 Gopal, R D., Sanders, G L., Bhattacharjee, S., Agrawal, M., & Wagner, S C (2004) A behavioral model of digital music piracy Journal of Organizational Computing and Electronic Commerce, 14(2), 89-105 14 Gary Sinclair, Julie Tinson (2016) Psychological ownership and music streaming consumption Journal of Business Research 2017, 1-9 15 IFPI (2022) IFPI Global Music Report 2012 16 J Y Chai, L K K Ken, K H Chan, S X Wan1 and T T Ting (2021) Digital Music: A Study Of Factors In Influencing Online Music Streaming Service Purchase Intention, International Conference On Digital Transformation And Applications (ICDXA) 2021, 168-175 17 Koen Pauwels & Allen Weiss (2008) Moving from Free to Fee: How Online Firms Market to Change their Business Model Successfully Journal of Marketing Vol 72 (May 2008), 14-31 18 Kwong, S W., & Park, J (2008) Digital music services: consumer intention and adoption The service industries journal, 28(10), 1463-1481 19 Mariana Lopes Barata, Pedro Simoes Coelho (2021) Music streaming services: understanding the drivers of customer purchase and intention to recommend Heliyon, 2021 51 20 Nils Wl mert, Dominik Papies 2015) On-demand streaming services and music industry revenues — Insights from Spotify's market entry International Journal of Research in Marketing 2016, 314-327 21 Styvén, M E 2010 The need to touch: Exploring the link between music involvement and tangibility preference Journal of Business Research, 63(9), 1088-1094 22 Vafa Saboori-Deilami, Chang Seob Yeo (2019) Paid Music Streaming: What Drives Customers‘ Choice? Journal of Supply Chain and Operations Management 2019, 29-46 23 Venkatesh, V., & Davis, F D (2000) A theoretical extension of the technology acceptance model: Four longitudinal field studies Management science, 46(2), 186-204 24 Venkatesh, V., Morris, M G., Davis, G B., & Davis, F D (2003) User acceptance of information technology: Toward a unified view MIS quarterly, 425-478 25 Venkatesh, V., Thong, J Y., & Xu, X (2012) Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology MIS quarterly, 36(1), 157-178 26 Wagner, T M., & Hess, T (2013) What Drives Users to Pay for Freemium Services? Examining People‘s Willingness to Pay for Music Services 27 Wang, C C., Chen, C T., Yang, S C., & Farn, C K (2009) Pirate or buy? The moderating effect of idolatry Journal of Business Ethics, 90(1), 81-93 52 APPENDIX Appendix 1: Items Code Items IR Phần thưởng nội Intrinsic Rewards Tôi sử dụng dịch vụ phát nhạc trực I used Music Streaming Services IR1 tuyến MSS tơi thấy thú vị (MSS) because I found it enjoyable Tơi sử dụng MSS tơi thấy I used Music Streaming Services IR2 dễ chịu (MSS) because Music Streaming Services (MSS) is pleasant Tôi thấy hạnh phúc sử dụng I used Music Streaming Services IR3 MSS (MSS) because Music Streaming Services (MSS) makes me happy Tôi thấy hào hứng sử dụng I used Music Streaming Services IR4 MSS (MSS) because Music Streaming Services (MSS) is exciting ER ER1 ER2 ER3 Phần thưởng ngoại sinh Extrinsic Rewards Chất lượng âm lý khiến Sound quality is the reason I used sử dụng MSS MSS Tính tối ưu lý khiến Ultimate features are the reason sử dụng MSS why I used MSS Tơi sử dụng MSS muốn tiết I used MSS because I wanted to kiệm thời gian save time Tơi thu thập thông tin âm I can acquire music information ER4 nhạc dễ dàng thông qua more easily through paid music dịch vụ phát nhạc trực tuyến có trả streaming services phí SC Chi phí chuyển đổi Switching Costs 53 Tôi nhiều thời gian để It would take me a lot of time to SC1 chuyển từ MSS trả phí sang MSS switch from paid MSS to free miễn phí MSS Tơi tốn nhiều tiền để chuyển It would cost me a lot of money to SC2 từ MSS trả phí sang MSS miễn phí switch from paid MSS to free MSS Tôi nhiều công sức để It would take me a lot of effort to SC3 chuyển từ MSS trả phí sang MSS switch from paid MSS to free miễn phí MSS Tôi cảm thấy không chắn I will feel uncertain if I have to SC4 FR FR1 FR2 tơi phải chọn MSS miễn phí choose free MSS instead of paid thay MSS trả phí MSS Rủi ro tài Finance Risk Tơi có xu hướng chi tiêu mức I tend to over spend for paid cho dịch vụ nghe nhạc có trả phí music Streaming Services Tơi bị tính phí q cao cho I might get overcharged for paid dịch vụ nghe nhạc có trả phí music Streaming Services Dịch vụ không xứng đáng Paid music Streaming Services FR3 với số tiền bỏ mua may not be worth the money I spent TR TR1 TR2 PR Rủi ro thời gian Time Risk MSS trả phí làm thời Paid MSS can waste my time gian tơi Tơi khó tìm MSS trả phí phù I have a hard time finding paid hợp với MSS that works for me Rủi ro sản phẩm Product Risk Tôi không tin tưởng công ty cung I not trust the online company PR1 cấp dịch vụ nghe nhạc trực tuyến có providing Paid MSS trả phí 54 Tơi khơng thể tìm thấy sản phẩm I am unable to find the desired PR2 nghe nhạc có trả phí mà tơi mong product of Paid MSS muốn Tơi không nhận chất I might not get the right quality PR3 lượng với số tiền mà bỏ for my money for Paid MSS cho dịch vụ nghe nhạc có trả phí SR Rủi ro bảo mật Security Risk Tôi cảm thấy thông tin tài I feel that my Paid MSS account SR1 khoản toán ứng dụng MSS information is insecure trả phí tơi khơng bảo mật SR2 SR3 Trang web khơng an tồn The website may be insecure Các cơng ty cung cấp MSS trả phí Companies that provide Paid MSS tiết lộ thơng tin tơi may disclose my information Thông tin công ty cung cấp MSS Information about the company SR4 trả phí không đủ providing the Paid MSS may not be sufficient PO Tâm lý sở hữu Psychological ownership Tôi cảm thấy MSS trả tiền I sense that paid MSS is MINE Tôi nhận thấy mức độ sở hữu I feel a very high degree of cao cho dịch vụ nghe nhạc trả personal ownership for paid MSS phí Tơi nhận thấy mức độ sở hữu I feel a very high degree of cao cho dịch vụ nghe nhạc mà personal ownership for the paid mua MSS that I bought Dịch vụ nghe nhạc trả phí mà tơi The paid MSS I bought is MINE mua IS Khả nhận dạng Identity salience 55 IS1 IS2 Sử dụng MSS trả phí phần Using paid MSS is an important quan trọng part of who I am Việc sử dụng MSS trả phí coi It is considered prestigious in my có uy tín cộng đồng community to use paid MSS Sử dụng MSS trả phí cải thiện uy Using paid MSS improves my IS3 tín tơi người credibility among social quen biết mạng xã hội IS4 SV SV1 SV2 SV3 acquaintances Mọi người cộng đồng People in my community are tự hào sử dụng MSS trả phí proud to use paid MSS Giá trị xã hội Social Value Tôi đánh giá cao dịch vụ phát I value paid music streaming trực tuyến nhạc có trả phí chúng services because they enhance my nâng cao vị ngang hàng peer status Tôi đánh giá cao việc sử dụng I value paid music streaming dịch vụ phát nhạc trực tuyến có trả services because they help phí chúng giúp tăng kết nối increase my connections on social mạng xã hội media Tôi đánh giá cao việc sử dụng I value paid music streaming dịch vụ phát trực tuyến âm nhạc có services because they are popular trả phí chúng phổ biến số among my peers dịch vụ phát trực tuyến SV4 Int Int1 Tôi đánh giá cao dịch vụ phát I value paid music streaming trực tuyến nhạc có trả phí chúng services because they improve my cải thiện hình ảnh tơi bạn image among my friends and bè gia đình family Ý định tiếp tục sử dụng dịch vụ Usage Continuance Intention nghe nhạc có trả phí toward paid MSS Tơi định tiếp tục sử dụng MSS có I intend to continue to use paid trả phí MSS 56 Int2 Int3 Tơi nghĩ tơi sử dụng MSS I think I am going to use paid có trả phí vịng sáu tháng MSS within six months Tôi nghĩ sử dụng MSS I think I am going to use paid có trả phí vịng năm MSS within one year Appendix 2: QUESTIONNAIRE SURVEY Chào anh/ chị, Tôi Phạm Lê Quỳnh Hoa, sinh viên ngành Quản trị kinh doanh, hệ đào tạo Chất lượng cao, trường Đại học Ngân hàng TP.HCM Hiện tơi thực khóa luận tốt nghiệp đề tài “Khảo sát nhân tố tác động tới định mua dịch vụ nghe nhạc có trả phí khách hàng Hồ Chí Minh” Các nội dung đề cập bảng câu hỏi liên quan đến đánh giá, quan điểm việc mua sử dụng dịch vụ ứng dụng nghe nhạc trực tuyến Rất mong nhận ý kiến đóng góp anh chị Xin lưu ý khơng có câu trả lời hay sai, tất ý kiến đóng góp chân thành anh/ chị có ích hỗ trợ nhiều vào mục đích nghiên cứu Tôi xin cam đoan thông tin thu thập bảo mật tuyệt đối sử dụng khn khổ đề tài nghiên cứu PHẦN I: THƠNG TIN CÁ NHÂN Giới tính:  Nam  Nữ Độ tuổi:  Từ 18-22 tuổi  Từ 22-26 tuổi  Từ 26-30 tuổi  Trên 30 tuổi Thu nhập hàng tháng:  Dưới triệu  5-10 triệu  10-20 triệu 57  Trên 20 triệu Trình độ học vấn:  12/12  Đại học  Thạc Sĩ  Cao học  Khác: Nghề nghiệp:  Học sinh  Sinh viên  Nhân viên văn phòng  Nhân viên ngân hàng  Khác:… 58 PHẦN II: NỘI DUNG CHÍNH Dưới bảng khảo sát mức độ tác động nhân tố đến định mua sử dụng dịch vụ ứng dụng nghe nhạc trực tuyến: Anh chị có sử dụng tảng nghe nhạc trực tuyến không?  Zing MP3  NCT  Spotify  Itunes  Apple Music  SoundCloud  Không sử dụng  Khác: Anh chị có trả tiền cho dịch vụ phát trực tuyến nhạc khơng?  Có  Khơng Nếu có trả phí cho dịch vụ nghe nhạc, ứng dụng nào? Nếu anh chị khơng trả phí cho dịch vụ nghe nhạc, phiền anh chị cho biết lý do? IR IR1 IR2 IR3 IR4 Phần thưởng nội Tôi sử dụng dịch vụ phát nhạc trực tuyến MSS tơi thấy thú vị Tơi sử dụng MSS tơi thấy dễ chịu Tơi thấy hạnh phúc sử dụng MSS Tôi thấy hào hứng sử dụng MSS � � � � � � � � � � � � � � � � � � � � � � � � � � � � ER Phần thưởng ngoại sinh ER1 Chất lượng âm lý khiến � � � � � � � 59 sử dụng MSS ER2 ER3 Tính tối ưu lý khiến tơi sử dụng MSS Tơi sử dụng MSS tơi muốn tiết kiệm thời gian � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � Tôi thu thập thơng tin âm ER4 nhạc dễ dàng thông qua dịch vụ phát nhạc trực tuyến có trả phí SC Chi phí chuyển đổi Tơi nhiều thời gian để SC1 chuyển từ MSS trả phí sang MSS miễn phí SC2 Tơi tốn nhiều tiền để chuyển từ MSS trả phí sang MSS miễn phí Tơi nhiều cơng sức để SC3 chuyển từ MSS trả phí sang MSS miễn phí Tơi cảm thấy khơng chắn SC4 tơi phải chọn MSS miễn phí thay MSS trả phí FR FR1 FR2 FR3 Rủi ro tài Tơi có xu hướng chi tiêu q mức cho dịch vụ nghe nhạc có trả phí Tơi bị tính phí q cao cho dịch vụ nghe nhạc có trả phí Dịch vụ khơng xứng đáng với số tiền bỏ mua 60 TR TR1 TR2 PR Rủi ro thời gian MSS trả phí làm thời gian tơi Tơi khó tìm MSS trả phí phù hợp với Rủi ro sản phẩm � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � Tôi không tin tưởng công ty cung PR1 cấp dịch vụ nghe nhạc trực tuyến có trả phí Tơi khơng thể tìm thấy sản phẩm PR2 nghe nhạc có trả phí mà tơi mong muốn Tơi khơng nhận chất PR3 lượng với số tiền mà bỏ cho dịch vụ nghe nhạc có trả phí SR Rủi ro bảo mật Tôi cảm thấy thông tin tài SR1 khoản tốn ứng dụng MSS trả phí tơi không bảo mật SR2 SR3 SR4 PO Trang web khơng an tồn Các cơng ty cung cấp MSS trả phí tiết lộ thơng tin Thông tin công ty cung cấp MSS trả phí khơng đủ Tâm lý sở hữu Tơi cảm thấy MSS trả tiền Tôi nhận thấy mức độ sở hữu 61 cao cho dịch vụ nghe nhạc trả phí Tơi nhận thấy mức độ sở hữu cao cho dịch vụ nghe nhạc mà � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � mua Dịch vụ nghe nhạc trả phí mà tơi mua IS IS1 IS2 Nổi bật nhận dạng Sử dụng MSS trả phí phần quan trọng tơi Việc sử dụng MSS trả phí coi có uy tín cộng đồng tơi Sử dụng MSS trả phí cải thiện uy IS3 tín người quen biết mạng xã hội IS4 SV Mọi người cộng đồng tơi tự hào sử dụng MSS trả phí Giá trị xã hội Tôi đánh giá cao dịch vụ phát SV1 trực tuyến nhạc có trả phí chúng nâng cao vị ngang hàng Tôi đánh giá cao việc sử dụng SV2 dịch vụ phát nhạc trực tuyến có trả phí chúng giúp tăng kết nối mạng xã hội Tôi đánh giá cao việc sử dụng SV3 dịch vụ phát trực tuyến âm nhạc có trả phí chúng phổ biến số dịch vụ phát trực tuyến 62 Tôi đánh giá cao dịch vụ phát SV4 trực tuyến nhạc có trả phí chúng cải thiện hình ảnh tơi bạn � � � � � � � � � � � � � � � � � � � � � � � � � � � � bè gia đình Int Int1 Int2 Int3 Ý định tiếp tục sử dụng dịch vụ nghe nhạc có trả phí Tơi định tiếp tục sử dụng MSS có trả phí Tơi nghĩ tơi sử dụng MSS có trả phí vịng sáu tháng Tơi nghĩ tơi sử dụng MSS có trả phí vòng năm 63 ... being the moderating effects on the intention to use paid Music Streaming Services (MSS) of individual customer in Ho Chi Minh City The use of this theory to study the influence of factors on the. .. pretty rare On that basis, studying the factors affecting purchase decisions of customers in paid music streaming services in Ho Chi Minh City is very important The findings from this study can help... paid music streaming services which have significant impact on customers‘ intentions to purchase services in Ho Chi Minh City The research questions are:  Which factors of paid music streaming services