|
Title:
|
APPLYING THE THEORY OF PLANNED BEHAVIOUR TO EXPLAIN THE USAGE INTENTIONS OF MUSIC DOWNLOAD STORES: GENDER AND AGE DIFFERENCES |
|
Author(s):
|
Markus Makkonen, Veikko Halttunen, Lauri Frank |
|
ISBN:
|
978-972-8939-31-1 |
|
Editors:
|
Piet Kommers, Tomayess Issa and Pedro Isaías |
|
Year:
|
2010 |
|
Edition:
|
Single |
|
Keywords:
|
Music download stores, the theory of planned behaviour, usage intentions, gender and age differences |
|
Type:
|
Full Paper |
|
First Page:
|
22 |
|
Last Page:
|
32 |
|
Language:
|
English |
|
Cover:
|
|
|
Full Contents:
|
click to dowload 
|
|
Paper Abstract:
|
This paper examines the applicability of the theory of planned behaviour (TPB) in explaining the usage intentions of music download stores as well as the gender and age differences in the core constructs of TPB and their interrelationships. The examination is based on the analysis of an online survey sample of 1 418 Finnish consumers through structural equation modelling (SEM) and multiple group analysis. The results of the analysis suggest that TPB can successfully be applied to explain about half of the total variance in the usage intentions, and that attitude towards using the stores is by far the most important explanatory factor, followed by subjective norm towards their usage. In contrast, the effect of perceived behavioural control over their usage was found to be only marginal. There are also some significant differences in the core constructs of TPB and their interrelationships between men and women as well as across age groups. Based on these findings, implications for the business models of digital music retailing are provided. |
|
|
|
|
|
|
