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- Tác giả: Trần Anh Thư
- Thông tin XB: TP Hồ Chí Minh: Trường Đại học Ngoại thương, 2024
- Mô tả vật lý: 110 p.
- Tóm tắt: Due to modern technology, the music industry has changed significantly, especially with the rise of streaming platforms. This study uses UTAUT2 and TAM frameworks to analyze factors influencing the intention to use music streaming services, based on data from 156 consumers and in-depth interviews. Key factors impacting usage intention are habit, perceived usefulness, perceived freemium-premium fit, and views on music piracy. The research provides insights and practical implications for music streaming ...
- Từ khóa: Music streaming; Consumer behavior; UTAUT2 and TAM; Intention to use
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- 83
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