Access Based Consumption of Free Music Products: A Research on University Students

Year 2018, Volume: 21 Issue: 2, 227 - 238, 30.11.2018

İbrahim Bozacı , İsmail Gökdeniz

https://doi.org/10.29249/selcuksbmyd.448667

Abstract

Depending on technological developments, the ability of consuming
of digital products like music, article, book, game with accessing to internet,
cause access based consumption to be one of the basic consumption form.
However, in the field of marketing, consumer behavior has been examined in
terms of consumption of tangible goods or intangible services. Investigation of
access based consumption and the factors associated with this behavior is
important for understanding consumer behaviors. In this study, researches
related to access based consumption and access based consumption related
factors are examined first. Then, a survey is carried out on young consumers’
access based consumption preferences and related factors in music listening
behaviors. In this context, the relationships among access based music
listening frequency and satisfaction with access based listening, psychological
ownership perception, perceived risk, positive attitude toward access based
listening are researched. Moreover, differences of research variables in terms
of gender and income level of participant are also examined. As a result, it is
understood that research variables are related to the frequency of access based
music listening. At last the research findings are interpreted.

Keywords

Access based consumption, Perceived Risk, Psychological Ownership

Ücretsiz Müzik Ürünlerinin Erişim Temelli Tüketimi: Üniversite Öğrencilerine Yönelik Bir Araştırma

Abstract

Teknolojik
gelişmelere bağlı olarak müzik, makale, kitap, oyun gibi dijital formattaki ürünlerin
internet erişimi sağlanarak tüketilebilmesi, erişim temelli tüketimin (access
based consumption) temel tüketim biçimlerinden biri olmasına neden olmaktadır. Ancak
pazarlama alanında tüketici davranışları daha çok somut nitelikte mallar veya
soyut nitelikteki hizmetlerin tüketilmesi bakımından incelenmiştir. Erişim
temelli tüketimin ve bu davranış ile ilişkili faktörlerin araştırılması,
tüketici davranışlarını anlama bakımından önemlidir. Bu çalışmada, erişim
temelli tüketim ve erişim temelli tüketimle ilişkili faktörlerle ilgili
araştırmalar öncelikle incelenmektedir. Ardından, genç tüketicilerin müzik
dinleme davranışlarında erişim temelli tüketim ve  bu tercihle ilişkili faktörlere yönelik anket
çalışması gerçekleştirilmektedir. Bu kapsamda, erişim temelli müzik dinleme
sıklığı ile erişerek dinlemeden kaynaklı memnuniyet, psikolojik sahiplik
algısı, algılanan risk ve erişim temelli dinlemeye yönelik olumlu tutum
arasındaki ilişkiler incelenmektedir. Ayrıca katılımcıların cinsiyet ve gelir
düzeyine bağlı olarak araştırma değişkenlerindeki farklılıklar incelenmektedir.
Neticede araştırma değişkenlerinin erişim temelli müzik dinleme sıklığıyla
ilişkili olduğu anlaşılmaktadır. Son olarak araştırma bulguları
yorumlanmaktadır.

Keywords

Erişim Temelli Tüketim, Psikolojik Sahiplik, Risk Algılamaları

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