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

Yıl 2018, Cilt: 21 Sayı: 2, 227 - 238, 30.11.2018

İbrahim Bozacı , İsmail Gökdeniz

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

Öz

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.

Anahtar Kelimeler

Access based consumption, Perceived Risk, Psychological Ownership

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

Öz

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.

Anahtar Kelimeler

Erişim Temelli Tüketim, Psikolojik Sahiplik, Risk Algılamaları

Kaynakça

• Ajzen, Icek ve Martin Fishbein, (1977) “Attitude-behavior relations: A theoretical analysis and review of empirical research”, Psychological Bulletin, 84(5), s. 888.
• Baldinger, Allan ve Joel Rubinson, (1996) “Brand loyalty: the link between attitude and behavior”, Journal of Advertising Research, 36(6), s. 22-35.
• Bardhi, Fleura ve Giana G. Eckhardt, (2012) “Access-based consumption: The case of car sharing”, Journal of Consumer Research, 39(4), s. 881-898. Baxter, Weston ve diğ., (2015) “A psychological ownership approach to designing object attachment”, Journal of Engineering Design, 26(4-6), s. 140-156.
• Colleen P. Kirk, Larry Chiagouris ve Pradeep Gopalakrishna, (2012) “Some People Just Want to Read: The Roles of Age, Interactivity, and Perceived Usefullness of Print in the Consumption of Dijital Information Products”, Journal of Retailing and Consumer Services, 19, s. 168-178.
• Etzioni, Amitai, (1991) "The socio-economics of property", Journal of Social Behavior and Personality 6(6), s. 465-468.
• Giesler, Markus ve Ashlee Humphreys, (2007) “Tensions between access and ownership in the media marketplace”, Advances in Consumer Research North American Advances, 34, s. 696-697.
• Groß, Michael, (2015) "Exploring the acceptance of technology for mobile shopping: an empirical investigation among Smartphone users", The International Review of Retail, Distribution and Consumer Research, 25(3), s. 215-235.
• Guagnano, Gregory ve diğ., (1995) “Influences on attitude-behavior relationships: A natural experiment with curbside recycling”, Environment and behavior, 27(5), s. 699-718.
• Homburg, Christian ve diğ., (2005) “Do satisfied customers really pay more? A study of the relationship between customer satisfaction and willingness to pay”, Journal of Marketing, 69(2), s. 84-96.
• Kim, Seongseop ve Jin-Soo, Lee, (2013) “Is satisfaction enough to ensure reciprocity with upscale restaurants? The role of gratitude relative to satisfaction”, International Journal of Hospitality Management, 33, s. 118-128.
• Kim, Jihyun ve diğ., (2009) “Are US Consumers Ready to Adopt Mobile Technology for Fashion Goods?: An Integrated Theoretical Approach”, Journal of Fashion Marketing and Management 13 (2), s. 215-230.
• Kirk, Colleen ve diğ., (2012) “Some people just want to read: The roles of age, interactivity, and perceived usefulness of print in the consumption of digital information products”, Journal of Retailing and Consumer Services, 19(1), s. 168-178.
• Koufaris, Marios ve diğ., (2001) “Consumer behavior in web-based commerce: an empirical study”, International Journal of Electronic Commerce, 6(2), s. 115-138.
• Lee, Jonathan ve diğ., (2001) “The impact of switching costs on the customer satisfaction-loyalty link: mobile phone service in France”, Journal of services marketing, 15(1), s. 35-48.
• Lovelock, Christopher ve Evert Gummesson, (2004) “Whither services marketing?: in search of a new paradigm and fresh perspectives”, Journal of Service Research, 7(1), s. 20-41.
• Mittal, Vikas ve Wagner A. Kamakura, (2001) “Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics”, Journal of Marketing Research, 38(1), s. 131-142.
• Mohammad G. Nejad ve diğ., (2009) “Alternative Measures of Price Perceptions: Implications for Service Evaluation Models”, Services Marketing Quarterly, 30(4), s. 397-417
• Payne, Adrian F. ve diğ., (2008) “Managing the co-creation of value”, Journal of the Academy of Marketing Science, 36(1), s. 83-96.
• Pierce, Jon L. ve diğ., (2003) “The state of psychological ownership: Integrating and extending a century of research”, Review of General Psychology, 7(1), s. 84.
• Pierce, Jon L. ve Iiro Jussila (2010), “Collective Psychological Ownership Within the Work and Organizational Context: Construct Introduction and Elaboration,” Journal of Organizational Behavior, 31 (6), s. 810-834.
• Prahalad, Coimbatore K. ve Venkat Ramaswamy, (2004) “Co-creation experiences: the next practice in value creation”, Journal of Interactive Marketing, 18(3), s. 5–14. Prensky, Marc, (2005) “Listen to the natives”, Educational Leadership, 63(4), s. 8.
• Stone, Robert N. ve Kjell Grønhaug, (1993) "Perceived Risk: Further Considerations for the Marketing Discipline", European Journal of Marketing, 27(3), s. 39-50Sinclair, Gary ve Todd Green, (2016) “Download or stream? Steal or buy? Developing a typology of today's music consumer”, Journal of Consumer Behaviour, 15(1), s. 3-14.
• Sinclair, Gary, ve Julie Tinson, (2017) "Psychological ownership and music streaming consumption", Journal of Business Research, 71, s. 1-9.Sosa-Sosa, Victor Jesus ve Emigdio M. Hernandez-Ramirez, (2012) “A file storage service on a cloud computing environment for digital libraries”, Information Technology and Libraries, 31(4), s. 34-45.
• Spreng, Richard A. ve diğ., (1996) “Are examination of the determinants of consumer satisfaction”, Journal of Marketing, 60(3), s. 15-32.
• Stone, Robert N. ve J. Barry Mason, (1995) “Attitude and risk: Exploring the relationship”, Psychology & Marketing, 12(2), s. 135-153.
• Stovall, Tony ve diğ. (2016) “Unravelin the Meanings of Ownership: A Comparison of Physical and Digital Possessions”, 2016 AMA Winter Educators’ Proceedings, s. 12,13.
• Vargo, Stephen L. ve Robert F. Lusch, (2004) “Evolving to a new dominant logic for marketing”, Journal of Marketing, 68 (1), s. 1-17.
• Voss, Glenn B. Ve diğ., (2010) “How complementarity and substitution alter the customer satisfaction–repurchase link”, Journal of Marketing, 74(6), s. 111-127.
• Wallaschkowski, Stephan ve diğ., (2016) “Access Vs. Ownershıp. Delving Into The Facılıtators And Impedıments Of Access-Based Consumptıon From Customers' Perspectıve”, 2nd International Workshop on the Sharing Economy, Paris, 28-29 Ocak 2016, s.1.
• Weijters, Bert ve diğ., (2014) “Online music consumption in today's technological context: Putting the influence of ethics in perspective”, Journal of Business Ethics, 124, s. 537-550.