WOULD YOU LIKE TO BE A PREMIUM CUSTOMER? A RESEARCH ON THE FACTORS RELATED TO THE INTENTION TO PAY FOR A PREMIUM MUSIC SERVICE

Ibrahım Kırcova; Pinar Baydogan Turkay; Sirin Gizem Kose

doi:10.17261/Pressacademia.2020.1196

Research Article

WOULD YOU LIKE TO BE A PREMIUM CUSTOMER? A RESEARCH ON THE FACTORS RELATED TO THE INTENTION TO PAY FOR A PREMIUM MUSIC SERVICE

Year 2020, Volume: 7 Issue: 1, 42 - 52, 30.03.2020

Ibrahım Kırcova Pinar Baydogan Turkay Sirin Gizem Kose

https://doi.org/10.17261/Pressacademia.2020.1196

Abstract

Purpose- Freemium business model offers the customers a limited or unlimited product/service experience. Although the Freemium business model seems to be funded by the advertisement income, the main expectation from the model is to convert users to premium customers for increasing profit margin. In terms of this, the dynamics behind the conversion process of the user to premium customer have been researched in the study.
Methodology- The data were collected from 240 people by online survey method. Hypotheses were tested using Partial Least Squares Structural Equation Modeling (PLS-SEM).
Findings- Results indicate that when perceived value of premium version is higher, attitude towards premium version becomes positive. Also, as
the perceived value of premium version increases, attitude towards free version gets negative. Another result states that when the level of personal innovativeness increases, social influence related to premium version also increases.
Conclusion- Attitude towards free version and attitude towards premium version are both related to intention to pay, however, attitude towards premium version has a stronger effect on intention to pay when compared to attitude towards free version. The key point is to balance the benefits package of free and premium versions.

Keywords

Freemium, premium, perceived value, social influence, personal innovativeness

References

Agarwal, R., & Prasad, J. (1998). A conceptual and operational definition of personal innovativeness in the domain of information technology. Information systems research, 9(2), 204-215.
Akdogan, S., Uyar, K., Gullu, K. (2018). Profiles of consumer innovativeness in Turkey. Journal of Management, Marketing and Logistics (JMML), V.5(3), p.236-245.
Alan, A. K., Kabadayi, E. T., & Bakis, S. (2019). Creating experience in digital music services: the role of personal innovativeness and mobility–creating experience in digital music services. In Structural Equation Modeling Approaches to E-Service Adoption (pp. 125-147). IGI Global.
Anderson, C. (2009). Free: the future of radical pricing. New York: Random House Business Books.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal Of The Academy Of Marketing Science, 16(1), 74-94.
Basaran, U. and R. Aksoy, (2017). The effect of perceived value on behavioural intentions. Journal of Management, Marketing and Logistics (JMML), V.4, Iss.1, p.1-16
Burnkrant, R. E., & Cousineau, A. (1975). Informational and normative social influence in buyer behavior. Journal of Consumer research, 2(3), 206-215.
Chen, C. F., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29-35.
Chin, W. W., Marcolin, B. L., & Newsted, P. R. (2003). A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study. Information Systems Research, 14(2), 189-217.
Chin, W. W., & Newsted, P. R. (1999). Structural equation modeling analysis with small samples using partial least squares. Statistical Strategies For Small Sample Research, 1(1), 307-341.
Citrin, A. V., Sprott, D. E., Silverman, S. N., & Stem, D. E. (2000). Adoption of Internet shopping: the role of consumer innovativeness. Industrial management & data systems.
Cohen, J. B., & Golden, E. (1972). Informational social influence and product evaluation. Journal of Applied Psychology, 56(1), 54.
Dijkstra, T. K., & Henseler, J. (2015). Consistent partial least squares path modeling. MIS Quarterly, 39(2).
Eryiğit, C., & Kavak, B. (2011). Tüketici Yenilikçiliğinin Tutumsal Ve Davranişsal Uyumunun İncelenmesi. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 29(2), 95-113.
Faugère, C., & Tayi, G. K. (2007). Designing free software samples: a game theoretic approach. Information Technology and Management, 8(4), 263-278.
Fishbein, M. (1967). A behavior theory an approach to the relations between beliefs about an object and the attitude toward the object. In M. E. Fishbein, Readings in attitude theory and measurement, Oxford: Wiley.
Flynn, L. R., & Goldsmith, R. E. (1993). A validation of the Goldsmith and Hofacker innovativeness scale. Educational and Psychological Measurement, 53(4), 1105-1116.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Haghkhah, A., Rasoolimanesh, S. M., & Asgari, A. A. (2020). Effects Of Customer Value And Service Quality On Customer Loyalty: Mediation Role Of Trust And Commitment In Business-To-Business Context. Management Research & Practice, 12(1).
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
Hair, J.F., Black, W.C., Babin, B.J. & Anderson, R.E. (2014). Multivariate Data Analysis. New York, Pearson.
Hamari, J., Hanner, N., & Koivisto, J. (2017). Service quality explains why people use freemium services but not if they go premium: An empirical study in free-to-play games. International Journal of Information Management, 37(1), 1449-1459.
Haruvy, E., & Prasad, A. (1998). Optimal product strategies in the presence of network externalities. Information Economics and Policy, 10(4), 489-499.
Heinonen, K. (2004). Reconceptualizing customer perceived value: the value of time and place. Managing Service Quality: an international journal.
Henseler, J., & Chin, W. W. (2010). A comparison of approaches for the analysis of interaction effects between latent variables using partial least squares path modeling. Structural Equation Modeling, 17(1), 82-109.
Hsu, C. L., & Lin, J. C. C. (2015). What drives purchase intention for paid mobile apps?–An expectation confirmation model with perceived value. Electronic Commerce Research and Applications, 14(1), 46-57.
Hu, H. H., Kandampully, J., & Juwaheer, T. D. (2009). Relationships and impacts of service quality, perceived value, customer satisfaction, and image: an empirical study. The service Industries Journal, 29(2), 111-125.
Jones, E., Sundaram, S., & Chin, W. (2002). Factors leading to sales force automation use: A longitudinal analysis. Journal of Personal Selling & Sales Management, 22(3), 145-156.
Khalifa, A. S. (2004). Customer value: a review of recent literature and an integrative configuration. Management Decision. c. 42 s. 5: 645-666.
Kim, Y. H., Kim, D. J., & Wachter, K. (2013). A study of mobile user engagement (MoEN): Engagement motivations, perceived value, satisfaction, and continued engagement intention. Decision Support Systems, 56, 361-370.
Koch, O. F., & Benlian, A. (2017). The effect of free sampling strategies on freemium conversion rates. Electronic Markets, 27(1), 67-76.
Kock, N. (2012). WarpPLS 5.0 User Manual. Laredo, Texas: ScriptWarp Systems.
Kulviwat, S., Bruner II, G. C., & Al-Shuridah, O. (2009). The role of social influence on adoption of high tech innovations: The moderating effect of public/private consumption. Journal of Business Research, 62(7), 706-712.
Kumar, V. (2014). Making "Freemium" Work. Harvard Business Review, 27-29.
Latané, B. (1981). The psychology of social impact. American Psychologist, 36(4), 343-356.
Lin, Z., & Filieri, R. (2015). Airline passengers’ continuance intention towards online check-in services: The role of personal innovativeness and subjective knowledge. Transportation Research Part E: Logistics and Transportation Review, 81, 158-168.
López-Nicolás, C., Molina-Castillo, F. J., & Bouwman, H. (2008). An assessment of advanced mobile services acceptance: Contributions from TAM and diffusion theory models. Information & Management, 45(6), 359-364.
Lu, J., Yao, J. E., & Yu, C. S. (2005). Personal innovativeness, social influences and adoption of wireless Internet services via mobile technology. The Journal of Strategic Information Systems, 14(3), 245-268.
Nunnally, J. C., Bernstein, I.H. (1994). Psychometric theory. New York: MCGraw-Hill.
O’cass, A., & Fenech, T. (2003). Web retailing adoption: exploring the nature of internet users Web retailing behaviour. Journal of Retailing and Consumer services, 10(2), 81-94.
Oestreicher-Singer, G., & Zalmanson, L. (2013). Content or community? A digital business strategy for content providers in the social age. MIS quarterly, 591-616.
Patterson, P. G., & Spreng, R. A. (1997). Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business‐to‐business, services context: an empirical examination. International Journal of service Industry management. Vol. 8 No. 5, pp. 414-434.
Pazvant, E. & Faiz, E. (2018). Evaluation of the intention of using products with internet of things within the context of technology acceptance model, Journal of Management, Marketing and Logistics (JMML), V.5(1), p.41-54.
Petrick, J. F. (2002). Development of a multi-dimensional scale for measuring the perceived value of a service. Journal of Leisure Research, 34(2), 119-134.
Phau, I., & Teah, M. (2009). Devil wears (counterfeit) Prada: a study of antecedents and outcomes of attitudes towards counterfeits of luxury brands. Journal of Consumer Marketing, 26(1), 15-27.
Poushneh, A., & Vasquez-Parraga, A. Z. (2019). Emotional bonds with technology: the impact of customer readiness on upgrade intention, brand loyalty, and affective commitment through mediation impact of customer value. Journal of Theoretical and Applied Electronic Commerce Research, 14(2), 0-0.
Pwc, (2019, August 20). Perspectives from the Global Entertainment and Media Outlook 2017-2021. Retrieved from https://www.pwc.com/outlook
Sanchez, J., Callarisa, L., Rodriguez, R. M., & Moliner, M. A. (2006). Perceived value of the purchase of a tourism product. Tourism Management, 27(3), 394-409.
Steenkamp, J. B. E., Ter Hofstede, F., & Wedel, M. (1999). A cross-national investigation into the individual and national cultural antecedents of consumer innovativeness. Journal of Marketing, 63(2), 55-69.
Steenkamp, J. B. E., & Geyskens, I. (2006). How country characteristics affect the perceived value of web sites. Journal of Marketing, 70(3), 136-150.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
Tam, J. L. (2004). Customer satisfaction, service quality and perceived value: an integrative model. Journal of Marketing Management, 20(7-8), 897-917.
Tenenhaus, M., Vinzi, V. E., Chatelin, Y. M., & Lauro, C. (2005). PLS path modeling. Computational Statistics & Data Analysis, 48(1), 159-205.
Teng, L., & Laroche, M. (2007). Building and testing models of consumer purchase intention in competitive and multicultural environments. Journal of Business Research, 60(3), 260-268.
Voigt, S., & Hinz, O. (2016). Making digital freemium business models a success: Predicting customers’ lifetime value via initial purchase information. Business & Information Systems Engineering, 58(2), 107-118.
Wagner, T. M., Benlian, A., & Hess, T. (2014). Converting freemium customers from free to premium—the role of the perceived premium fit in the case of music as a service. Electronic Markets, 24(4), 259-268.
Wang, H., & Chin, A. (2011, March). Social influence on being a pay user in freemium-based social networks. In 2011 IEEE International Conference on Advanced Information Networking and Applications (pp. 526-533). IEEE.
Weerawardena, J., Mort, G. S., Salunke, S., Knight, G., & Liesch, P. W. (2015). The role of the market sub-system and the socio-technical sub-system in innovation and firm performance: A dynamic capabilities approach. Journal of the Academy of Marketing Science, 43(2), 221-239.
Wetzels, M., Odekerken-Schröder, G., & Van Oppen, C. (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS quarterly, 177-195.
Wilson, F. (2006). My Favorite Business Model. Retrieved from https://avc.com/2006/03/the_freemium_bu
Woodall, T. (2003). Conceptualising ‘value for the customer’: an attributional, structural and dispositional analysis. Academy of Marketing Science Review, 12(1), 1-42.
Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. Journal of The Academy of Marketing Science, 25(2), 139.
Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10), 799-822.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22

Year 2020, Volume: 7 Issue: 1, 42 - 52, 30.03.2020

Ibrahım Kırcova Pinar Baydogan Turkay Sirin Gizem Kose

https://doi.org/10.17261/Pressacademia.2020.1196

Abstract

References

Agarwal, R., & Prasad, J. (1998). A conceptual and operational definition of personal innovativeness in the domain of information technology. Information systems research, 9(2), 204-215.
Akdogan, S., Uyar, K., Gullu, K. (2018). Profiles of consumer innovativeness in Turkey. Journal of Management, Marketing and Logistics (JMML), V.5(3), p.236-245.
Alan, A. K., Kabadayi, E. T., & Bakis, S. (2019). Creating experience in digital music services: the role of personal innovativeness and mobility–creating experience in digital music services. In Structural Equation Modeling Approaches to E-Service Adoption (pp. 125-147). IGI Global.
Anderson, C. (2009). Free: the future of radical pricing. New York: Random House Business Books.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal Of The Academy Of Marketing Science, 16(1), 74-94.
Basaran, U. and R. Aksoy, (2017). The effect of perceived value on behavioural intentions. Journal of Management, Marketing and Logistics (JMML), V.4, Iss.1, p.1-16
Burnkrant, R. E., & Cousineau, A. (1975). Informational and normative social influence in buyer behavior. Journal of Consumer research, 2(3), 206-215.
Chen, C. F., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29-35.
Chin, W. W., Marcolin, B. L., & Newsted, P. R. (2003). A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study. Information Systems Research, 14(2), 189-217.
Chin, W. W., & Newsted, P. R. (1999). Structural equation modeling analysis with small samples using partial least squares. Statistical Strategies For Small Sample Research, 1(1), 307-341.
Citrin, A. V., Sprott, D. E., Silverman, S. N., & Stem, D. E. (2000). Adoption of Internet shopping: the role of consumer innovativeness. Industrial management & data systems.
Cohen, J. B., & Golden, E. (1972). Informational social influence and product evaluation. Journal of Applied Psychology, 56(1), 54.
Dijkstra, T. K., & Henseler, J. (2015). Consistent partial least squares path modeling. MIS Quarterly, 39(2).
Eryiğit, C., & Kavak, B. (2011). Tüketici Yenilikçiliğinin Tutumsal Ve Davranişsal Uyumunun İncelenmesi. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 29(2), 95-113.
Faugère, C., & Tayi, G. K. (2007). Designing free software samples: a game theoretic approach. Information Technology and Management, 8(4), 263-278.
Fishbein, M. (1967). A behavior theory an approach to the relations between beliefs about an object and the attitude toward the object. In M. E. Fishbein, Readings in attitude theory and measurement, Oxford: Wiley.
Flynn, L. R., & Goldsmith, R. E. (1993). A validation of the Goldsmith and Hofacker innovativeness scale. Educational and Psychological Measurement, 53(4), 1105-1116.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Haghkhah, A., Rasoolimanesh, S. M., & Asgari, A. A. (2020). Effects Of Customer Value And Service Quality On Customer Loyalty: Mediation Role Of Trust And Commitment In Business-To-Business Context. Management Research & Practice, 12(1).
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
Hair, J.F., Black, W.C., Babin, B.J. & Anderson, R.E. (2014). Multivariate Data Analysis. New York, Pearson.
Hamari, J., Hanner, N., & Koivisto, J. (2017). Service quality explains why people use freemium services but not if they go premium: An empirical study in free-to-play games. International Journal of Information Management, 37(1), 1449-1459.
Haruvy, E., & Prasad, A. (1998). Optimal product strategies in the presence of network externalities. Information Economics and Policy, 10(4), 489-499.
Heinonen, K. (2004). Reconceptualizing customer perceived value: the value of time and place. Managing Service Quality: an international journal.
Henseler, J., & Chin, W. W. (2010). A comparison of approaches for the analysis of interaction effects between latent variables using partial least squares path modeling. Structural Equation Modeling, 17(1), 82-109.
Hsu, C. L., & Lin, J. C. C. (2015). What drives purchase intention for paid mobile apps?–An expectation confirmation model with perceived value. Electronic Commerce Research and Applications, 14(1), 46-57.
Hu, H. H., Kandampully, J., & Juwaheer, T. D. (2009). Relationships and impacts of service quality, perceived value, customer satisfaction, and image: an empirical study. The service Industries Journal, 29(2), 111-125.
Jones, E., Sundaram, S., & Chin, W. (2002). Factors leading to sales force automation use: A longitudinal analysis. Journal of Personal Selling & Sales Management, 22(3), 145-156.
Khalifa, A. S. (2004). Customer value: a review of recent literature and an integrative configuration. Management Decision. c. 42 s. 5: 645-666.
Kim, Y. H., Kim, D. J., & Wachter, K. (2013). A study of mobile user engagement (MoEN): Engagement motivations, perceived value, satisfaction, and continued engagement intention. Decision Support Systems, 56, 361-370.
Koch, O. F., & Benlian, A. (2017). The effect of free sampling strategies on freemium conversion rates. Electronic Markets, 27(1), 67-76.
Kock, N. (2012). WarpPLS 5.0 User Manual. Laredo, Texas: ScriptWarp Systems.
Kulviwat, S., Bruner II, G. C., & Al-Shuridah, O. (2009). The role of social influence on adoption of high tech innovations: The moderating effect of public/private consumption. Journal of Business Research, 62(7), 706-712.
Kumar, V. (2014). Making "Freemium" Work. Harvard Business Review, 27-29.
Latané, B. (1981). The psychology of social impact. American Psychologist, 36(4), 343-356.
Lin, Z., & Filieri, R. (2015). Airline passengers’ continuance intention towards online check-in services: The role of personal innovativeness and subjective knowledge. Transportation Research Part E: Logistics and Transportation Review, 81, 158-168.
López-Nicolás, C., Molina-Castillo, F. J., & Bouwman, H. (2008). An assessment of advanced mobile services acceptance: Contributions from TAM and diffusion theory models. Information & Management, 45(6), 359-364.
Lu, J., Yao, J. E., & Yu, C. S. (2005). Personal innovativeness, social influences and adoption of wireless Internet services via mobile technology. The Journal of Strategic Information Systems, 14(3), 245-268.
Nunnally, J. C., Bernstein, I.H. (1994). Psychometric theory. New York: MCGraw-Hill.
O’cass, A., & Fenech, T. (2003). Web retailing adoption: exploring the nature of internet users Web retailing behaviour. Journal of Retailing and Consumer services, 10(2), 81-94.
Oestreicher-Singer, G., & Zalmanson, L. (2013). Content or community? A digital business strategy for content providers in the social age. MIS quarterly, 591-616.
Patterson, P. G., & Spreng, R. A. (1997). Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business‐to‐business, services context: an empirical examination. International Journal of service Industry management. Vol. 8 No. 5, pp. 414-434.
Pazvant, E. & Faiz, E. (2018). Evaluation of the intention of using products with internet of things within the context of technology acceptance model, Journal of Management, Marketing and Logistics (JMML), V.5(1), p.41-54.
Petrick, J. F. (2002). Development of a multi-dimensional scale for measuring the perceived value of a service. Journal of Leisure Research, 34(2), 119-134.
Phau, I., & Teah, M. (2009). Devil wears (counterfeit) Prada: a study of antecedents and outcomes of attitudes towards counterfeits of luxury brands. Journal of Consumer Marketing, 26(1), 15-27.
Poushneh, A., & Vasquez-Parraga, A. Z. (2019). Emotional bonds with technology: the impact of customer readiness on upgrade intention, brand loyalty, and affective commitment through mediation impact of customer value. Journal of Theoretical and Applied Electronic Commerce Research, 14(2), 0-0.
Pwc, (2019, August 20). Perspectives from the Global Entertainment and Media Outlook 2017-2021. Retrieved from https://www.pwc.com/outlook
Sanchez, J., Callarisa, L., Rodriguez, R. M., & Moliner, M. A. (2006). Perceived value of the purchase of a tourism product. Tourism Management, 27(3), 394-409.
Steenkamp, J. B. E., Ter Hofstede, F., & Wedel, M. (1999). A cross-national investigation into the individual and national cultural antecedents of consumer innovativeness. Journal of Marketing, 63(2), 55-69.
Steenkamp, J. B. E., & Geyskens, I. (2006). How country characteristics affect the perceived value of web sites. Journal of Marketing, 70(3), 136-150.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
Tam, J. L. (2004). Customer satisfaction, service quality and perceived value: an integrative model. Journal of Marketing Management, 20(7-8), 897-917.
Tenenhaus, M., Vinzi, V. E., Chatelin, Y. M., & Lauro, C. (2005). PLS path modeling. Computational Statistics & Data Analysis, 48(1), 159-205.
Teng, L., & Laroche, M. (2007). Building and testing models of consumer purchase intention in competitive and multicultural environments. Journal of Business Research, 60(3), 260-268.
Voigt, S., & Hinz, O. (2016). Making digital freemium business models a success: Predicting customers’ lifetime value via initial purchase information. Business & Information Systems Engineering, 58(2), 107-118.
Wagner, T. M., Benlian, A., & Hess, T. (2014). Converting freemium customers from free to premium—the role of the perceived premium fit in the case of music as a service. Electronic Markets, 24(4), 259-268.
Wang, H., & Chin, A. (2011, March). Social influence on being a pay user in freemium-based social networks. In 2011 IEEE International Conference on Advanced Information Networking and Applications (pp. 526-533). IEEE.
Weerawardena, J., Mort, G. S., Salunke, S., Knight, G., & Liesch, P. W. (2015). The role of the market sub-system and the socio-technical sub-system in innovation and firm performance: A dynamic capabilities approach. Journal of the Academy of Marketing Science, 43(2), 221-239.
Wetzels, M., Odekerken-Schröder, G., & Van Oppen, C. (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS quarterly, 177-195.
Wilson, F. (2006). My Favorite Business Model. Retrieved from https://avc.com/2006/03/the_freemium_bu
Woodall, T. (2003). Conceptualising ‘value for the customer’: an attributional, structural and dispositional analysis. Academy of Marketing Science Review, 12(1), 1-42.
Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. Journal of The Academy of Marketing Science, 25(2), 139.
Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10), 799-822.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22

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Details

Primary Language	English
Subjects	Business Administration
Journal Section	Articles
Authors	Ibrahım Kırcova This is me 0000-0003-2381-5459 Pinar Baydogan Turkay This is me 0000-0001-7145-2432 Sirin Gizem Kose This is me 0000-0002-5604-8148
Publication Date	March 30, 2020
Published in Issue	Year 2020 Volume: 7 Issue: 1

Cite

APA	Kırcova, I., Turkay, P. B., & Kose, S. G. (2020). WOULD YOU LIKE TO BE A PREMIUM CUSTOMER? A RESEARCH ON THE FACTORS RELATED TO THE INTENTION TO PAY FOR A PREMIUM MUSIC SERVICE. Journal of Management Marketing and Logistics, 7(1), 42-52. https://doi.org/10.17261/Pressacademia.2020.1196

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