FACTORS DETERMINING THE INTENTION TO OBTAIN MUSIC LEGALLY: A quantitative research approaching the contemporary behaviour of consumers toward the legal acquisition of music in Sweden
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
This paper contributes to the emerging discussion about the modified behavioural intention of consumers abstaining from pirating and acquiring music through legal means (again) and aims at accurately depicting the key factors influencing the intention of Swedish consumers to acquire music legally.
This quantitative study followed a deductive approach whereby hypotheses have been deduced from and formulated based on previous studies and present theories. Primary data has been collected by means of a paper-pencil and web-based questionnaire. The questionnaire encompassed a total of 22 questions, was structured on the basis of the different factors that influence consumers’ behavioural intention to acquire music legally and has been both pre-tested on a small sample of the actual population and reviewed by a skilled professor specialised in marketing and research. By using a combination of the purposive sampling and snowball sampling method, 267 valid surveys have ultimately been taken into account. In order to analyse the data adequately, the statistical tool SPSS has been utilised. The analysis was subclassified into different phases: (1) Pearson’s correlation coefficients have been regarded to test the construct validity, (2) Alpha’s Cronbach was tested in order to receive information about the reliability of the sets of items and (3) a multiple linear regression as well as various ANOVA tests were run in order to test the hypotheses.
The attitude, subjective norms and perceived behavioural control toward music piracy as well as the perceived prosecution risk and magnitude of consequences proved to be significant predictors for consumers’ behavioural intention to acquire music legally, whereas the legitimate price of music and the idolization of artists were measured to be statistically insignificant. In addition, significant differences among female and male consumers and the different age and income levels could be revealed as well.
As predominantly younger consumers were engaged in music piracy, it is suggested to strengthen teenagers’ comprehension of copyrights through ethical education. In addition, an intensification and proliferation of visible signs pronouncing against music piracy on il/legal networking sites, physical formats, online libraries and stores may also yield to a change in consumers’ intention to acquire music legally in the future.
This study was limited in terms of generalising the results and developing statistical inferences from the actual sample to the population having been studied. Despite the goal to yield a balanced proportion between female and male, younger and older as well as less wealthy and wealthy consumers, the actual sample predominantly consisted of younger and middle-aged consumers caused by youngsters’ and older individuals’ unwillingness and / or lack of interest in (a) the study or (b) music. In addition, due to time and financial limitations, the handing out of the paper-pencil questionnaire was only realised in Kronobergs län’s four largest municipalities Växjö, Ljungby, Alvesta and Älmhult. Furthermore, in view of the developed measurement instrument, it should be underlined that of the seven developed variables, three were constructed by merely two items so that interpretations were considered tentatively.
A replication of the study is suggested in order to generalise and confirm the stability of the results. The inclusion / development of more items per factor is recommended in order to increase the attainment of significant, representative numerical data. Among the factors introduced in this study, consumers’ rebelliousness in terms of consumers’ feeling to be compelled to behave contradictory to inducted rules and standards and additional aspects having been of relevance within the area of software and movie piracy might be taken into account, adapted to and tested on the field of music infringement as well. In addition, a broader scope of the sample concerning respondents’ demographics and accessibility is desirable in order to warrant an appropriate reflection of the population. Special emphasis may also be placed on (1) direct comparisons between Swedish consumers’ behavioural intentions toward the il/legal acquisition of music in the past and in recent times, (2) other provinces in order to reveal possible differences between consumers from the Northern and Southern part of Sweden or even (larger) cities and the countryside and (3) the execution of a similar research by selecting qualitative data collection methods in order to receive in-depth information and thus answer the question why consumers tend to regard a specific factor as more influencing than another one.
Place, publisher, year, edition, pages
2015. , 69 p.
Music, piracy, legal acquisition of music, consumer behaviour, music infringement, Theory of Planned Behaviour, quantitative study, Sweden
Economics and Business
IdentifiersURN: urn:nbn:se:lnu:diva-43874OAI: oai:DiVA.org:lnu-43874DiVA: diva2:818727
Subject / course
Business Administration - Marketing
Marketing, Master Programme, 120 credits
Pehrsson, Anders, Professor