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Music Consumption in China: A Qualitative Study on Chinese Consumer Behavior in Consuming Music and Its Merchandise
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In the past few decades people’s attitude towards music consumption has tremendously changed in China. With the constantly rising market and huge potential space, it is necessary to study the consumer behavior and explore factors that decide people’s willingness to pay in music consumption. Therefore, the purpose of this thesis is to investigate: 1) What factors may influence the Chinese consumer behavior on music and its merchandise; 2) What factors may influence the “willingness to pay” of Chinese consumer in music consumption; 3) The similarities and differences between the consumption of music product and musical merchandise in China.

The authors select the qualitative method and set up two focus groups, music product group and music merchandise group, in this study. Finally, they found five dimensions (musical preference & identity, culture of music, musical loyalty & satisfaction, Chinese music consumption, willingness to pay) will interaction with each other and influence Chinese consumer behavior on music product and its merchandise.

Place, publisher, year, edition, pages
2018. , p. 42
Keywords [en]
Musical consumer identity;Music consumer preference; Music Culture; Music consumption; Willingness to pay; Chinese music consumer; Music merchandise
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:uu:diva-355000OAI: oai:DiVA.org:uu-355000DiVA, id: diva2:1223577
Subject / course
Business Studies
Educational program
Master Programme in Business and Management
Supervisors
Examiners
Available from: 2018-06-26 Created: 2018-06-25 Last updated: 2018-06-26Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
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  • vancouver
  • Other style
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Language
  • de-DE
  • en-GB
  • en-US
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More languages
Output format
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