Willingness to Pay for Listening to Music Streaming
Keywords:
Willingness to pay, Listening to music, Music StreamingAbstract
The aims of this research article are as follows: (1) factors influencing decisions to stream music through platforms that provide their services in Thailand; (2) to assess the willingness to pay value of each factor influencing decisions to use music streaming through platforms available in Thailand by collecting data with questionnaires. A survey questionnaire was used with a total of 475 samples. The study found that the factors influencing decisions to stream music services through the platforms available in Thailand with the statistical significance of 95% and the willingness to pay value, namely Customer Value, Cost, Convenience, Communication, Caring and Comfort. This is especially true if the system has a clear menu structure, an uncomplicated and beautiful design that consumers were willing to pay more for the decision at 349.54 Baht per month.
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