The Impact of Technology Acceptance, Personal and Social Factors on Purchase Intention of Digital Music Platforms

Öz

Digital music platforms are widely used today and there are many factors that lead consumers to use these platforms. One of the most critical of these factors is “technology acceptance” due to the product being digital; the second is “personal factors” that address the individual characteristics of the users; and the last is “social factors” due to the fact that the users are a human being and also a social being. This study aims to understand the future trends of users and user experiences of the music industry by analyzing these factors that play a role in the purchase of digital music platforms. The data collected from users using the survey method were analyzed in light of the established model for the research. While technology acceptance and social factors were found to positively affect users' purchase intentions, personal factors were found to vary depending on the elements within their scope.

Anahtar Kelimeler

• Technology acceptance
• Perceived usefulness
• Music affinity
• Social connection
• Digital music platform

Teknoloji Kabulünün, Kişisel ve Sosyal Faktörlerin Dijital Müzik Platformlarını Satın Alma Niyetine Etkisi

Öz

Dijital müzik platformları günümüzde yaygın bir şekilde kullanılmaktadır ve tüketicileri bu platformları kullanmaya yönelten birçok faktör bulunmaktadır. Bu faktörlerin en kritik olanlarından biri, ürünün dijital olmasından kaynaklı olarak “teknoloji kabulü”; ikincisi, kullanıcıların bireysel özelliklerini ele alan “kişisel faktörler”; sonuncusu ise kullanıcıların bir insan olarak aynı zamanda sosyal canlılar olmasından kaynaklı olarak, “sosyal faktörler”dir. Bu çalışma, dijital müzik platformlarının satın alınmasında rol oynayan bu faktörler için regresyon analizi yapılarak, kullanıcıların müzik endüstrisine dair gelecekteki yönelimlerini ve kullanıcı deneyimlerini anlamayı amaçlamaktadır. Araştırma için kurulan model ışığında, anket yöntemiyle kullanıcılardan toplanan veriler analiz edilmiştir. Teknoloji kabulünün ve sosyal faktörlerin, kullanıcıların satın alma niyetini olumlu etkilediği görülürken, kişisel faktörlerin ise kapsamı dahilindeki unsurlara göre değişkenlik gösterdiği belirlenmiştir.

Anahtar Kelimeler

• Teknoloji kabulü
• Algılanan fayda
• Müzik ilgisi
• Sosyal bağlantı
• Dijital müzik platformu

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