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Title: | Effects of digital piracy on music streaming services in Ho Chi Minh city: a quantitative study on consumer's willingness to pay for MASS | Authors: | Nguyen Ngoc Thao Dung | Keywords: | Streaming service;Music industry;Consumer piracy behavior | Issue Date: | 2021 | Publisher: | Vietnamese-German University | Abstract: | The concept of streaming service has gradually become a part of modern lives since the development of the Internet and mobile phone applications. The music industry, which faced many obstacles from the start of the Internet era due to music in the digital format was viewed as a non-rivalrous and non-excludable good, also followed the trend by transforming its strategy from selling a product to selling a service. Spotify and Apple Music are two well-known examples of applying the subscription-based model to their music business, helping them generate recurring revenues. However, Vietnam has previously been known as one of the countries with the highest piracy rate in the world. Thus, it is questionable how familiar Vietnamese consumers are with the concept of paying for listening to online music, especially in big cities such as Ho Chi Minh City. This research aims to measure the intention to pay for Music-as-a-Service (MaaS) in Ho Chi Minh city and how much consumer piracy behavior affects their perception of paying for music streaming services. |
URI(1): | http://epub.vgu.edu.vn/handle/dlibvgu/1239 |
Appears in Collections: | Finance & Accounting (FA) |
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Effects of digital piracy on music streaming services in Ho Chi Minh city a quantitative study on consumer's willingness to pay for MASS.pdf | 1.28 MB | Adobe PDF |
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