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SPOTIFY MÜŞTERİLERİNİN ÜYELİK DAVRANIŞININ UTAUT2 MODELİ İLE İNCELENMESİ

Year 2023, Volume: 6 Issue: 2, 175 - 190, 31.07.2023
https://doi.org/10.33416/baybem.1293472

Abstract

Dijitalleşme birçok dijital platformun kurulmasını ve çok farklı ve çeşitli içeriklerin oluşmasını sağlamıştır. Bilhassa görsel ve işitsel içerik üretimi ve sunumu sağlayan platformlarda yer alan içerikler, gün geçtikçe büyük bir değer haline gelmektedir. Dijital platformları en iyi şekilde kullanan sektörlerin başında müzik sektörü gelmektedir. Müzik ve podcast ağırlıklı olan dijital platformların en önde gelen uygulaması ise dünya çapında milyonlarca üyeye sahip olan Spotify uygulamasıdır. Spotify 2021 yılı ikinci çeyreğinde 365 milyon kişiye ulaşmıştır. 82 milyon abonesi ve platformda 70 milyon şarkı ve 2,9 milyon podcast içeriği bulunmaktadır. Spotify dijital platformu kullanıcılarına pek çok seçenek sunmaktadır. Bu nedenle, Spotify’ı kullanan ücretli ve ücretsiz üyelerin davranışsal niyetleri genişletilmiş bütünleşik teknoloji kullanımı ve davranışı modeli (UTAUT2) doğrultusunda incelenmiştir. Yapılan çalışmada çevrimiçi anket yöntemi tercih edilmiş olup, 18 yaş üstü katılımcılardan 227 kişiye ulaşılmıştır. Toplanan veri SPSS Amos 24 programı ile çözümlenmiştir. Araştırmanın sonucuna göre sosyal etki, fiyat değeri, performans beklentisi, çaba beklentisi, hedonik motivasyon, kolaylaştırıcı koşullar ile davranışsal niyet arasında pozitif bir ilişkiye rastlanılmamasına rağmen alışkanlık ile davranışsal niyet arasında pozitif ilişkiye rastlanılmıştır.

References

  • Aguiar , L., Waldfogel , J., ve Waldfogel, S. (2021). Playlisting favorites: measuring platform bias in the music industry. International Journal of Industrial Organization, 78, https://doi.org/10.1016/j.ijindorg.2021.102765.
  • Büyüksağnak, M., (2021). The effect of spotıfy playlısts on the musıc consumptıon habıts of musıc consumers. Istanbul Bılgı Unıversıty Instıtute Of Graduate Programs Medıa And Communıcatıon Systems Master’s Degree Program. İstanbul.
  • Cabrera-Sánchez, J.-P., Villarejo-Ramos, Á., Liébana-Cabanillas, F., ve Shaikh, A. (2021). Identifying relevant segments of AI applications adopters - Expanding the UTAUT2's variables. Telematics and Informatics, 58(2). https://doi.org/10.1016/j.tele.2020.101529.
  • Cohen, J. (1992). A power primer. Psychological Bulletin, 112(1), 155–159. https://doi.org/10.1037/0033-2909.112.1.155
  • Cronbach, L. (1951). Coefficient alpha and the internal structure of tests. Psychomerika, 16, 297–334.
  • Efe, M., ve Ömer Bilgehan, S. (2019). Türkiye'de Dinlenilen Popüler Müziklerin İncelenmesi: Spotify Örneği. İdil Sanat ve Dİl Dergisi. doi:10.7816/idil-08-60-03
  • Faul, F., Erdfelder, E., Lang, A. G., ve Buchner, A. (2007). G* Power 3: A flexible statistical power analysis program for the social, behavioral, and biomedical sciences. Behavior Research Methods, 39(2), 175-191.
  • Fornell, C., ve Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104.
  • Gupta, A., ve Dogra, N. (2017). Tourist adoption of mapping apps: a UTAUT2 perspective of smart travellers. Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, 23(2), s. 145-161. DOI: 10.20867/thm.23.2.6.
  • Hair, J. F., Hult, G. M., Ringle, C. M., ve Sarstedt, M. (2014). A Primer on partial least squares structural equation modeling. Thousand Oaks: Sage.
  • Hew, J.-J., Lee, V.-H., Ooi, K.-B., ve June, W. (2015). What catalyses mobile apps usage intention: an empirical analysis. Industrial Management ve Data Systems; Wembley, 115(7), s. 1269-1291. https://doi.org/10.1108/imds-01-2015-0028 https://tr.wikipedia.org/wiki/Spotify. (2022). 10 25, 2022 tarihinde Spotify. adresinden alındı
  • Iqbal, M. (2022, 09 6). Spotify Revenue and Usage Statistics (2022). 11 27, 2022 tarihinde https://www.businessofapps.com/data/spotify-statistics/. adresinden alındı
  • Jayasingh, S., Girija, T., ve Arunkumar, S. (2021). factors influencing consumers’ purchase itention towards electric two-wheelers. 13, s. 2-20. https://doi.org/10.3390/su132212851.
  • Kale Efe, A. (2019). Bir görüntülü (display) reklam alanı olarak çevrimiçi müzik platformu örneği: spotify. International Journal of Public Relations and Advertising Studies, 2(2), s. 131-146.
  • Kang, S. (2014). Factors influencing intention of mobile application use. International Journal of Mobile Communications, 12(4), s. 360-379. DOI: 10.1504/IJMC.2014.063653.
  • Kara, T., ve Hünkar, T. (2018). Medya işletmelerinde yeni nesil pazarlama: freemıum spotıfy üzerine bir araştırma. The Turkish Online Journal of Design, Art and Communication - TOJDAC, 8(4), s. 684-693. DOI: 10.7456/10804100/008.
  • Karatay, S., (2022). Çevrimiçi Dinleme Pratiklerinin Kullanıcı ve Sektör Açısından Eleştirel Analizi: Spotıfy Örneği. İstanbul: Marmara Üniversitesi Sosyal Bilimler Enstitüsü, Radyo Televizyon ve Sinema Ana Bilim Dalı, İletişim Bilimleri. Doktora Tezi.
  • Kim, S., ve Oh, J. (2021). Music intelligence: granular data and prediction of top ten hit songs. Decision Support Systems, 145. s.2-9. https://doi.org/10.1016/j.dss.2021.113535.
  • Kurt, S. (2020). Ücretli dijital müzik platformlarında müşteri sadakati: nicel bir araştırma. İstanbul: İstanbul Medipol Üniversitesi Sosyal Bilimler Enstitüsü Yüksek Lisans Tezi.
  • Patil, P., Tamilmani, K., Rana, N., ve Raghavan, V. (2020). Understanding consumer adoption of mobile payment in India: Extending Meta-UTAUT model with personal innovativeness, anxiety, trust, and grievance redressal. International Journal of Information Management, 54 s.1-16. https://doi.org/10.1016/j.ijinfomgt.2020.102144.
  • Schermelleh-Engel, K., Moosbrugger, H., ve Müller, H. (2003). Evaluating the fit of structural equation models: tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research, 8(2), 23–74.
  • Shin, J., Park, Y., & Lee, D. (2016). Strategic management of over-the-top services: Focusing on Korean consumer adoption behavior. Technological Forecasting and Social Change, 112, s. 329-337.
  • Spotify, (2022). https://support.spotify.com/tr/. (2022). 10 25, 2022 tarihinde Spotify. adresinden alındı Tam, C., Santos, D., ve Oliveira, T. (2020). Exploring the influential factors of continuance intention to use mobile Apps: Extending the expectation confirmation model,. Information Systems Frontiers, Springer, 22(1), s. 243-257. DOI: 10.1007/s10796-018-9864-5.
  • Tarmidi, D., Santoso, A., Marinda, V., ve Amalia, S. (2022). Perceived value and perceived quality on repurchase ıntention: the case study of spotify in bandung. JIIP (Jurnal Ilmiah Ilmu Pendidikan), 5(8), s. 3212-3216. DOI: https://doi.org/10.54371/jiip.v5i8.826.
  • Venkatesh, V., Morris, M., Davis, G., ve Davis, F. (2003). User acceptance of ınformation techonology: toward a unifield view. MIS Quartly, 27(3), s. 425-478.
  • Venkatesh, V., Thong, J. Y., ve Xu, X. (2012). Consumer acceptance and use of ınformation technology: extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), s. 157-178.
  • Wlömert, N., ve Papies , D. (2016). On-demand streaming services and music industry revenues- Insights from Spotify's market entry. International Journal of Research in Marketing, s. 314-327. DOI: 10.1016/j.ijresmar.2015.11.002.
  • Yin, S., ve Fu, L. (2021). The effectiveness of brand culture on customer engagement a case study of spotify in the U.S. Advances in Economics, Business and Management Research, 203, s. 2653-2659. https://doi.org/10.2991/assehr.k.211209.431.

EXAMINING SPOTIFY CUSTOMERS' SUBSCRIPTION BEHAVIOR WITH UTAUT2 MODEL

Year 2023, Volume: 6 Issue: 2, 175 - 190, 31.07.2023
https://doi.org/10.33416/baybem.1293472

Abstract

Digitalization has led to the establishment of many digital platforms and the creation of very different and diverse content. In particular, the content on platforms that provide visual and audio content production and presentation is becoming a great value day by day. The music industry is one of the sectors that make the best use of digital platforms. The leading application of music and podcast-oriented digital platforms is Spotify, which has millions of members worldwide. Spotify reached 365 million people in the second quarter of 2021. It has 82 million subscribers, and 70 million songs and 2.9 million podcast content on the platform. The Spotify digital platform offers many options to its users. Therefore, the behavioral intentions of paid and free members using Spotify were examined in line with the extended integrated technology use and behavior model (UTAUT2). In the study, the online survey method was preferred, and 227 participants over the age of 18 were reached. The collected data were analyzed with the SPSS Amos 24 program. According to the conclusions of the research, although no positive relationship was found between social influence, price value, performance expectation, effort expectancy, hedonic motivation, facilitating conditions and behavioral intention, a positive relationship was found between habit, and behavioral intention.

References

  • Aguiar , L., Waldfogel , J., ve Waldfogel, S. (2021). Playlisting favorites: measuring platform bias in the music industry. International Journal of Industrial Organization, 78, https://doi.org/10.1016/j.ijindorg.2021.102765.
  • Büyüksağnak, M., (2021). The effect of spotıfy playlısts on the musıc consumptıon habıts of musıc consumers. Istanbul Bılgı Unıversıty Instıtute Of Graduate Programs Medıa And Communıcatıon Systems Master’s Degree Program. İstanbul.
  • Cabrera-Sánchez, J.-P., Villarejo-Ramos, Á., Liébana-Cabanillas, F., ve Shaikh, A. (2021). Identifying relevant segments of AI applications adopters - Expanding the UTAUT2's variables. Telematics and Informatics, 58(2). https://doi.org/10.1016/j.tele.2020.101529.
  • Cohen, J. (1992). A power primer. Psychological Bulletin, 112(1), 155–159. https://doi.org/10.1037/0033-2909.112.1.155
  • Cronbach, L. (1951). Coefficient alpha and the internal structure of tests. Psychomerika, 16, 297–334.
  • Efe, M., ve Ömer Bilgehan, S. (2019). Türkiye'de Dinlenilen Popüler Müziklerin İncelenmesi: Spotify Örneği. İdil Sanat ve Dİl Dergisi. doi:10.7816/idil-08-60-03
  • Faul, F., Erdfelder, E., Lang, A. G., ve Buchner, A. (2007). G* Power 3: A flexible statistical power analysis program for the social, behavioral, and biomedical sciences. Behavior Research Methods, 39(2), 175-191.
  • Fornell, C., ve Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104.
  • Gupta, A., ve Dogra, N. (2017). Tourist adoption of mapping apps: a UTAUT2 perspective of smart travellers. Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, 23(2), s. 145-161. DOI: 10.20867/thm.23.2.6.
  • Hair, J. F., Hult, G. M., Ringle, C. M., ve Sarstedt, M. (2014). A Primer on partial least squares structural equation modeling. Thousand Oaks: Sage.
  • Hew, J.-J., Lee, V.-H., Ooi, K.-B., ve June, W. (2015). What catalyses mobile apps usage intention: an empirical analysis. Industrial Management ve Data Systems; Wembley, 115(7), s. 1269-1291. https://doi.org/10.1108/imds-01-2015-0028 https://tr.wikipedia.org/wiki/Spotify. (2022). 10 25, 2022 tarihinde Spotify. adresinden alındı
  • Iqbal, M. (2022, 09 6). Spotify Revenue and Usage Statistics (2022). 11 27, 2022 tarihinde https://www.businessofapps.com/data/spotify-statistics/. adresinden alındı
  • Jayasingh, S., Girija, T., ve Arunkumar, S. (2021). factors influencing consumers’ purchase itention towards electric two-wheelers. 13, s. 2-20. https://doi.org/10.3390/su132212851.
  • Kale Efe, A. (2019). Bir görüntülü (display) reklam alanı olarak çevrimiçi müzik platformu örneği: spotify. International Journal of Public Relations and Advertising Studies, 2(2), s. 131-146.
  • Kang, S. (2014). Factors influencing intention of mobile application use. International Journal of Mobile Communications, 12(4), s. 360-379. DOI: 10.1504/IJMC.2014.063653.
  • Kara, T., ve Hünkar, T. (2018). Medya işletmelerinde yeni nesil pazarlama: freemıum spotıfy üzerine bir araştırma. The Turkish Online Journal of Design, Art and Communication - TOJDAC, 8(4), s. 684-693. DOI: 10.7456/10804100/008.
  • Karatay, S., (2022). Çevrimiçi Dinleme Pratiklerinin Kullanıcı ve Sektör Açısından Eleştirel Analizi: Spotıfy Örneği. İstanbul: Marmara Üniversitesi Sosyal Bilimler Enstitüsü, Radyo Televizyon ve Sinema Ana Bilim Dalı, İletişim Bilimleri. Doktora Tezi.
  • Kim, S., ve Oh, J. (2021). Music intelligence: granular data and prediction of top ten hit songs. Decision Support Systems, 145. s.2-9. https://doi.org/10.1016/j.dss.2021.113535.
  • Kurt, S. (2020). Ücretli dijital müzik platformlarında müşteri sadakati: nicel bir araştırma. İstanbul: İstanbul Medipol Üniversitesi Sosyal Bilimler Enstitüsü Yüksek Lisans Tezi.
  • Patil, P., Tamilmani, K., Rana, N., ve Raghavan, V. (2020). Understanding consumer adoption of mobile payment in India: Extending Meta-UTAUT model with personal innovativeness, anxiety, trust, and grievance redressal. International Journal of Information Management, 54 s.1-16. https://doi.org/10.1016/j.ijinfomgt.2020.102144.
  • Schermelleh-Engel, K., Moosbrugger, H., ve Müller, H. (2003). Evaluating the fit of structural equation models: tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research, 8(2), 23–74.
  • Shin, J., Park, Y., & Lee, D. (2016). Strategic management of over-the-top services: Focusing on Korean consumer adoption behavior. Technological Forecasting and Social Change, 112, s. 329-337.
  • Spotify, (2022). https://support.spotify.com/tr/. (2022). 10 25, 2022 tarihinde Spotify. adresinden alındı Tam, C., Santos, D., ve Oliveira, T. (2020). Exploring the influential factors of continuance intention to use mobile Apps: Extending the expectation confirmation model,. Information Systems Frontiers, Springer, 22(1), s. 243-257. DOI: 10.1007/s10796-018-9864-5.
  • Tarmidi, D., Santoso, A., Marinda, V., ve Amalia, S. (2022). Perceived value and perceived quality on repurchase ıntention: the case study of spotify in bandung. JIIP (Jurnal Ilmiah Ilmu Pendidikan), 5(8), s. 3212-3216. DOI: https://doi.org/10.54371/jiip.v5i8.826.
  • Venkatesh, V., Morris, M., Davis, G., ve Davis, F. (2003). User acceptance of ınformation techonology: toward a unifield view. MIS Quartly, 27(3), s. 425-478.
  • Venkatesh, V., Thong, J. Y., ve Xu, X. (2012). Consumer acceptance and use of ınformation technology: extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), s. 157-178.
  • Wlömert, N., ve Papies , D. (2016). On-demand streaming services and music industry revenues- Insights from Spotify's market entry. International Journal of Research in Marketing, s. 314-327. DOI: 10.1016/j.ijresmar.2015.11.002.
  • Yin, S., ve Fu, L. (2021). The effectiveness of brand culture on customer engagement a case study of spotify in the U.S. Advances in Economics, Business and Management Research, 203, s. 2653-2659. https://doi.org/10.2991/assehr.k.211209.431.
There are 28 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Didem Gezmişoğlu Şen 0000-0002-3043-1114

Sahure Gonca Telli 0000-0002-8238-3185

Publication Date July 31, 2023
Submission Date May 6, 2023
Published in Issue Year 2023 Volume: 6 Issue: 2

Cite

APA Gezmişoğlu Şen, D., & Telli, S. G. (2023). SPOTIFY MÜŞTERİLERİNİN ÜYELİK DAVRANIŞININ UTAUT2 MODELİ İLE İNCELENMESİ. İşletme Ekonomi Ve Yönetim Araştırmaları Dergisi, 6(2), 175-190. https://doi.org/10.33416/baybem.1293472

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