2.3.
Literature Review
2.3.1. Research
“Factors Influencing the Intention to Use Paid Online Movie Streaming Services
Among Students in Ho Chi Minh City” by Thảo, D. T. T., & Thức, N. N. (2021)
In the context of the COVID-19 pandemic, which has strongly promoted the development
of paid online movie streaming platforms, the demand for such services has significantly
increased. Consumers are not only seeking high-quality movie-watching experiences but
also tend to shift from free services, which often pose risks of copyright infringement, to
paid platforms to ensure legality and support content creators. Moreover, this shift
reflects the public’s growing awareness of the value provided by paid services, including
superior content quality, convenient features, and contributions to the sustainable
development of the entertainment industry.
Therefore, this study was conducted to examine the factors influencing the intention to
use paid online movie streaming services. Through this research, the authors not only
investigated the influencing factors but also proposed managerial implications for
businesses to attract customers and promote market growth. Additionally, the study
contributes useful information for service providers and strategic planners in the industry,
laying the foundation for sustainable development solutions in the future.
The research was conducted by surveying 200 customers to collect data through both
online and offline (direct) survey questionnaires. After excluding 25 invalid responses,
175 valid responses representing 175 individuals were retained. The collected
information was used to evaluate the reliability and validity of measurement scales, test
the scales, and assess the model’s fit. The data was processed using SPSS 20.0 software.
After encoding and cleaning the data, the steps included evaluating the reliability of the
measurement scales using Cronbach’s Alpha coefficient and conducting exploratory
factor analysis (EFA) to test the convergent and discriminant validity of the component
variables.
The research results identified factors in ascending order of influence: price perception,
attitude, ethical perception, and subjective norms, all of which had a positive impact.
Conversely, risk perception had a negative but extremely strong impact on the intention
to use paid online movie streaming services among students in Ho Chi Minh City,
highlighting consumers' significant concern about information security. Furthermore, the
study results showed that the intention to use such services leaned heavily on subjective
norms and consumer attitudes.
Figure 2.1: Research model of Thảo, D. T. T., & Thức, N. N., (2021)
2.3.2. Research “Drivers and deterrents of music streaming services purchase
intention” by Fernandes, T., & Guerra, J., (2019)
The popularity of Music Streaming Services (MSS) has transformed consumer behavior,
but convincing users to switch to paid service plans remains a significant challenge. This
study aims to explore the factors that promote or hinder the intention to use paid MSS.
Based on the Technology Acceptance Model (TAM) and the Value-based Adoption Model
(VAM), the research analyzes the impact of factors such as perceived value, perceived
fee, and demographic characteristics (age, gender). The ultimate goal is to provide
strategic recommendations to help MSS providers improve the conversion rate from free
to paid users.
The study collected data from 318 MSS users who currently use free services through an
online survey. The data was analyzed using SmartPLS 3.0 software with the Partial Least
Squares Structural Equation Modeling (PLS-SEM) approach, enabling the evaluation of
relationships between variables in the model.
The results indicate that perceived value (PV) positively impacts the intention to use paid
services, but this is negatively affected by perceived fee (PF), a factor that reduces usage
intention. Technicality also negatively impacts perceived value, particularly for new
users. Additionally, men are more willing to pay than women, while younger users (15–
25 years old) are less willing to spend compared to older users due to the "free" mindset
in online content consumption.
Based on these findings, MSS providers should focus on improving the interface and user
experience to reduce technical difficulties. At the same time, they should enhance
exclusive features and added value in paid plans and implement targeted marketing
strategies for specific demographic groups. In particular, they should encourage younger
users by emphasizing the social and emotional benefits of the service.
Figure 2.2: Research model of Fernandes, T., & Guerra, J., (2019)
2.3.3. Research “Why pay premium in freemium services? - A study on perceived
value, continued use and purchase intentions in free-to-play games” by Hamari, J.,
Hanner, N., & Koivisto, J., (2020)
The "freemium" business model has become a prevalent trend in the gaming industry and
other online services. This study aims to explore how perceived value influences the
intention to continue using free services and the decision to purchase premium content.
The aspects of perceived value examined include emotional value, social value, service
quality, and economic value. The ultimate goal is to provide strategic recommendations
to help freemium service providers optimize their business models, enhance user
retention, and drive revenue from premium content.
Data was collected through an online survey with an initial 1,159 responses from users of
free-to-play games. After data cleaning, which involved excluding 70 cases that did not
meet the criteria (had never played free games), 124 outlier cases, and 2 cases with
missing data, the final valid sample consisted of 869 respondents. The analysis was
conducted using SmartPLS 3.0 software with the Partial Least Squares Structural
Equation Modeling (PLS-SEM) approach.
The study results show that emotional value positively impacts the intention to continue
using the service but decreases the intention to purchase premium content. Meanwhile,
social value positively affects both intentions. Service quality strongly influences the
intention to continue using the service but has an insignificant effect on purchase
decisions. Economic value indirectly impacts purchase intention by enhancing the use of
free services.
Therefore, businesses need to improve the user experience to enhance emotional and
social value, develop premium content that meets user demands, and implement
reasonable pricing strategies to optimize revenue.
Figure 2.3: Research model of Hamari, J., Hanner, N., & Koivisto, J., (2020)
2.3.4. Research “Bàn về các yếu tố thúc đẩy mua sắm thực dụng, mua sắm theo sở
thích, nghiên cứu trường hợp về ý định sử dụng dịch vụ “phát thanh trực tuyến”
của Gen Z tại Việt Nam” by Thụy, T. Đ. H., Tâm, N. T. T., Thụy, T. Đ. H., & Lộc, N.
T. T., (2023)
The rapid development of the Internet and digital technology has profoundly transformed
the music industry, particularly the shift from physical formats like CDs and DVDs to
online music platforms. Services such as Spotify, Apple Music, and Google Play Music
not only offer significant benefits in convenience and personalized experiences for users
but also reshape the global music market's operations. In this context, Gen Z has emerged
as a major consumer group, whose behaviors and attitudes toward online music
significantly influence service providers' strategies. Understanding the needs and
consumption trends of this target demographic is key to effectively reaching and retaining
customers. Therefore, this study focuses on exploring the transformation of the music
industry in the digital age while analyzing Gen Z’s behaviors and attitudes to support
marketers in crafting suitable promotional strategies and fostering the growth of online
music services.
The study employs a quantitative research method using purposive, non-probability
sampling. The sample selection criteria include Gen Z individuals aged 18–33, who are
frequent Internet users and have knowledge of or have used online music streaming
services. The online questionnaire comprises two parts: demographic information and
measurements of the intention to use music streaming services. After filtering, 270 valid
responses were obtained.
The analysis results reveal three factors directly influencing and two factors indirectly
influencing Gen Z’s intention to use online music streaming services in Vietnam. The
factors with direct impacts on usage intention, ranked in descending order, are Perceived
Ease of Use (SD), Perceived Usefulness (HI), and Perceived Safety (AT). The factors
with indirect impacts on usage intention, ranked in descending order, are Utilitarian
Motivation (TD) and Hedonic Motivation (HL). These variables collectively explain
35.6% of the variance in the intention to use online music streaming services among
Vietnamese youth.
These findings provide a positive perspective not only for research and management but
also particularly for modern marketing practices. The release and distribution of music in
the entertainment industry require a comprehensive integration of technology and
traditional formats to maximize the likelihood of music products being accepted by users.
Figure 2.4: Research model of Thụy, T. Đ. H., Tâm, N. T. T., Thụy, T. Đ. H., & Lộc,
N. T. T., (2023)
2.3.5. Research “Factors Influencing Consumer Intention to Subscribe to the
Premium Music Streaming Services in China” by Chang, V., Yang, Y., Xu, Q. A., &
Xiong, C. (2021)
Over the past two decades, the music industry has undergone significant transformations,
including product upgrades, shifts in consumption models, and marketing strategies
driven by the rapid advancements in Information and Communication Technology (ICT).
Consumer demand for music has also grown more sophisticated. This study was
conducted to examine factors such as attitude, norms, and perceived behavioral control
that influence consumer intention to subscribe to premium music streaming services in
China.
Data was collected through an online survey with 214 participants, which was refined to
120 valid samples to ensure reliability. The study employed a mixed explanatory method,
combining quantitative analysis using PLS-SEM techniques on SmartPLS 3.0 and SPSS
22, with in-depth interviews involving 20 survey participants to explore additional
qualitative factors. The online survey was conducted on the WJX platform and shared via
popular social media applications such as WeChat and QQ to maximize participant
engagement.
The research findings indicate that factors such as attitude, injunctive norms, and
perceived behavioral control have a clear and positive impact on user decisions, forming
a psychological and social foundation that encourages users to transition from free usage
to subscribing to premium services. These insights offer important recommendations for
service providers to focus on enhancing service value and developing marketing
strategies that emphasize ease of use and the benefits of the service.
Figure 2.5: Research model of Chang, V., Yang, Y., Xu, Q. A., & Xiong, C. (2021)
2.3.6. Research “Understanding motivations to use online streaming services:
integrating the technology acceptance model (TAM) and the uses and gratifications
theory (UGT)” by Camilleri, M. A., & Falzon, L., (2021)
As humanity enters the digital era, streaming services have increasingly played a vital
role, transforming how users access and consume entertainment and informational
content. Therefore, the current study investigates the drivers behind the use of streaming
services through the lenses of the Technology Acceptance Model (TAM) and the Uses
and Gratifications Theory (UGT).
This study adopts a quantitative research approach, collecting data through an online
survey. The research subjects were university students at a university in Southern Europe,
utilizing stratified sampling from a population of over 10,000 students. A total of 491
valid samples were collected. The data were analyzed using the SEM-PLS (Partial Least
Squares Structural Equation Modeling) method via the SmartPLS 3 software. This
approach ensured the evaluation of the measurement model's quality and the testing of
research hypotheses.
The model results reveal that Perceived Usefulness (PU) and Ritualized Use have
significant and positive effects on the intention to use streaming services, while
Instrumental Use does not have a significant impact. Perceived Ease of Use (PEOU)
indirectly influences the intention to use streaming services through PU, highlighting the
mediating role of usefulness. The model explains 51.7% of the variance in usage
intention, confirming its strong fit and practical significance.
The research findings provide an important foundation for streaming service providers to
develop strategies for improving content, personalizing user experiences, and effectively
retaining customers. This contributes to the sustainable growth of the streaming industry
in a competitive environment.
Figure 2.6: Research model of Camilleri, M. A., & Falzon, L., (2021)
2.3.7. Research “E-wom, trust, usefulness, ease of use, and online shopping via
websites: the moderating role of online shopping experience” by Eneizan, B.,
Alsaad, A., Alkhawaldeh, A., Rawash, H. N., & Enaizan, O., (2020)
In the era of advanced technology, online shopping has become increasingly significant
and is transforming consumer behavior by leveraging technology through the online
features of retail organizations. Therefore, the current research investigates the impact of
E-WOM (electronic word-of-mouth), perceived usefulness, ease of use, and trust on
consumer behavior regarding online shopping, with the mediating role of online shopping
experience. As a result, the research findings will provide a foundation for retail
managers to develop effective electronic-based strategies to attract customers and retain
them for longer periods.
This study uses a quantitative method through an online survey to explore factors
influencing users of the Opensooq website in Jordan. The questionnaire, using a five-
point Likert scale ranging from strongly disagree to strongly agree, was completed by
109 valid respondents out of 200 participants. The study applies the Partial Least Squares
Structural Equation Modeling (PLS-SEM) method to test the proposed model. Both the
measurement and structural models were evaluated. The results showed that the
measurements were reliable and valid.
The study found several important insights regarding the relationships between factors in
the context of online shopping. Firstly, electronic word-of-mouth (eWOM) and ease of
use both have a significant and positive impact on consumer trust. On the other hand,
while perceived usefulness was expected to play an important role, it did not have a
significant impact and even showed a reverse trend with trust. Trust was identified as a
key factor, as it has a significant and positive influence on online shopping behavior.
Therefore, to increase revenue in the online shopping market, businesses should focus on
building strong consumer trust.
Figure 2.7: Research model of Eneizan, B., Alsaad, A., Alkhawaldeh, A., Rawash, H.
N., & Enaizan, O., (2020)
2.3.8. Research “The Impact of Perceived Usefulness of Online Reviews, Trust and
Perceived Risk on Online Purchase Intention in Emerging Markets: A Mexican
Perspective” by Ventre, I., & Kolbe, D., (2020)
Thương mại điện tử đã thay đổi cách người tiêu dùng mua sản phẩm và dịch vụ, với tầm
quan trọng ngày càng tăng của doanh số bán hàng trực tuyến và số lượng người mua sắm
trực tuyến ngày càng tăng, thương mại điện tử đã được phát hiện là kinh tế hơn và thuận
tiện hơn so với mua sắm ngoại tuyến; tuy nhiên, nó đã dấy lên những lo ngại về quyền
riêng tư. Vì vậy, nghiên cứu này là điều tra ý định mua sắm trực tuyến tại các thị trường
đang nổi, tập trung vào tác động của sự hữu ích cảm nhận của các đánh giá trực tuyến,
niềm tin và rủi ro cảm nhận. Từ đó, cung cấp một đóng góp có liên quan cho tài liệu
thương mại điện tử bằng cách phân tích hành vi tiêu dùng của thị trường mới nổi quan
trọng nhưng hiếm khi được nghiên cứu là Mexico. Qua đó, các phát hiện từ nghiên cứu
hiện tại có ý nghĩa đối với các nhà hoạch định chính sách, các nhà quản lý tiếp thị và các
nhà nghiên cứu quan tâm đến các thị trường mới nổi ở Mỹ Latinh bởi sự hiểu biết về các
rào cản mua sắm trực tuyến như thiếu niềm tin là rất quan trọng đối với các nhà hoạch
định chính sách công nhằm giảm thiểu các rào cản này.
Dữ liệu được thu thập thông qua bảng hỏi trực tuyến sử dụng thang đo Likert 5 điểm từ 1
(hoàn toàn không đồng ý) đến 5 (hoàn toàn đồng ý) từ 380 người tiêu dùng (18 đến 50
tuổi) đã từng mua sắm trực tuyến. Nghiên cứu sử dụng mô hình PLS-SEM với phần mềm
SmartPLS để phân tích dữ liệu, đảm bảo các tiêu chí về độ tin cậy và độ hợp lệ của mô
hình.
Kết quả nghiên cứu cho thấy rằng tính hữu ích cảm nhận từ các đánh giá trực tuyến mà
người mua tiếp xúc và lòng tin đóng vai trò quan trọng trong việc thúc đẩy ý định mua
hàng trực tuyến của người tiêu dùng. Trong khi, lòng tin là yếu tố có tác động mạnh nhất,
khẳng định tầm quan trọng của việc xây dựng mối quan hệ đáng tin cậy giữa người bán
và người mua trong môi trường kỹ thuật số thì tính hữu ích cảm nhận của các đánh giá
trực tuyến cũng thể hiện sự ảnh hưởng đáng kể, khi chứng minh rằng người tiêu dùng coi
những đánh giá này là nguồn thông tin có giá trị hỗ trợ quá trình ra quyết định mua sắm.
Bên cạnh đó, yếu tố rủi ro cảm nhận không có tác động tiêu cực đáng kể đến ý định mua
hàng, nhưng mối quan hệ tiêu cực giữa lòng tin và rủi ro cảm nhận nhấn mạnh rằng việc
giảm thiểu rủi ro có thể góp phần gia tăng lòng tin. Bài báo này đóng góp vào việc hiểu
biết toàn diện hơn về ảnh hưởng đến ý định mua sắm trực tuyến tại các thị trường đang
nổi đồng thời cung cấp cơ sở để các doanh nghiệp thương mại điện tử tập trung vào việc
cải thiện chất lượng đánh giá trực tuyến và xây dựng lòng tin nhằm thúc đẩy hiệu quả
kinh doanh.
Figure 2.8: Research model of Ventre, I., & Kolbe, D., (2020)
2.4. Hypotheses development and research model
2.4.1. Hypotheses development
[Link]. The influence of Perceived Value on Purchase Intention
Previous studies have confirmed a positive relationship between Perceived Value (PV)
and Purchase Intention (PI) in online contexts. Chu and Lu (2007) and Kim et al. (2007)
emphasized that when users perceive clear value from an online service, they are more
motivated to purchase or use that service. A specific example is the analysis of in-app
purchase intentions for mobile games by Hsiao and Chen (2016), who reached similar
conclusions. Additionally, Lu and Hsiao (2010), along with Vock et al. (2013), examined
the intention to pay for social networking services and found that PV is a key driver of
purchase intention. This was further demonstrated in the research by Wang et al. (2013),
which focused on consumers' purchase intentions for online content services, proving that
users are more likely to pay for services they perceive as offering superior value. These
studies all demonstrate that if users highly value the benefits a service provides, they are
more likely to transition from free users to paying users. The positive relationship
between PV and Perceived Usefulness (PU) has been experimentally proven in studies by
Teresa Fernandes et al. and João Guerra (2017). From this empirical evidence, it can be
concluded that PV has a significant positive impact on PI in the context of Music
Streaming Services (MSS). Therefore, the hypothesis proposed in this research is:
H1: Perceived Value has a positive influence on the Intention to Purchase premium
packages on online music streaming platforms
[Link]. The influence of Perceived Usefulness (PU) on Perceived Value (PV) and
Purchase Intention
Perceived Usefulness (PU) is when consumers find satisfaction in using online services,
which is also the determining factor in their Perceived Value (PV) of the product (Van der
Heijden, 2004). When users believe that technology or services are useful in meeting
their needs, the value they associate with that technology increases significantly. In the
context of Music Streaming Services (MSS), Yang and Lee (2018) demonstrated that PU
is a key factor influencing PV. They found that users highly appreciate streaming
platforms for their ability to quickly meet entertainment needs and the convenience these
services offer. Rogers (2003) also confirmed that technologies providing clear benefits
over current solutions are more valued by users. If users perceive the usefulness of a
service, they will value it more highly; in other words, as the perceived usefulness
increases, the perceived value will also increase. Some empirical studies by Teresa
Fernandes et al., João Guerra (2017), Mark Anthony Camilleri et al., and Loredana
Falzon (2021) also demonstrated that perceived usefulness has a positive relationship
with perceived value. Therefore, this study hypothesizes that:
H2a: Perceived Usefulness has a positive influence on Perceived Value
Perceived Usefulness reflects the degree to which the service meets consumers' needs and
serves as a basis for consumers to build their intention to purchase premium packages.
According to Davis et al. (1989), PU is a direct factor influencing users' attitudes and
intentions to accept new technologies. When users perceive a service as useful and
meeting their personal needs, they are more likely to use or purchase premium
products/services. Additionally, Yang and Lee (2018) in their study on streaming devices
reached similar conclusions, stating that users are more motivated to purchase premium
service packages if they feel that streaming services help them access content quickly and
conveniently. In the context of online music platforms, Jung et al. (2011) confirmed that
PU of online platforms, including music streaming platforms, plays a decisive role in
driving purchase intentions. Furthermore, Tefertiller (2020) found that users who
perceive benefits from using online platforms are more likely to upgrade to premium
packages, which offer more useful features such as ad-free experience, high-quality
sound, and access to exclusive content. Based on these studies, it can be affirmed that PU
has a significant positive impact on the intention to purchase premium packages on
online music streaming platforms. These conclusions have been experimentally verified
in the studies of Teresa Fernandes et al., João Guerra (2017), Mark Anthony Camilleri et
al., Loredana Falzon (2021). Therefore, this research proposes the hypothesis:
H2b: Perceived Usefulness has a positive influence on the Intention to Purchase premium
packages on online music streaming platforms.
[Link]. The influence of Perceived Enjoyment on Purchase Intention
Perceived Enjoyment (PE) represents the level of joy and excitement users experience
when using a service. This is a crucial factor in driving consumer behavior in online
entertainment services such as online music streaming platforms. According to the
research of Kim et al. (2007), PE not only increases Perceived Value (PV) but also has a
direct impact on Purchase Intention (PI). Similarly, Chu and Lu (2007) affirm that PE is a
key factor that helps online entertainment services build value and retain users. Wang et
al. (2013) also emphasize that Perceived Enjoyment (PE) has a significant impact on
Perceived Value (PV). Perceived Enjoyment (PE) positively and significantly influences
Perceived Value (PV) and, through that, indirectly affects Purchase Intention (PI). Based
on these theories, the hypothesis formulated by the research team is:
H3: Perceived Enjoyment has a positive influence on the Intention to Purchase premium
packages on online music streaming platforms
[Link]. The influence of Subject Norms on Purchase Intention
Subjective Norm represents the change in consumer behavior based on social pressures,
and it is also a factor that influences their intention to use online services. According to
the study by Taylor and Told (1995), this pressure comes from the attitude of support or
opposition regarding the execution of behaviors in social relationships. Ajzen (1991)
pointed out that individuals tend to perform behaviors according to the majority trend,
thereby changing their intention to use based on these social norms. These conclusions
are even more evident in the current context, where a large number of consumers make
decisions about using goods or services through social networks and media. In other
words, subjective norms play a crucial role when buyers consider their purchase
intentions. The support or opposition from these individuals has a strong impact on the
intention to perform a behavior, meaning that a single negative or positive statement can
influence the person’s thoughts and potentially change their behavior. These findings
were experimentally validated in the study by Dương Thị Thu Thảo and Nguyễn Ngọc
Thức (2021). Based on this, the research proposes the following hypothesis:
H4: Subjective Norms have a positive influence on the Intention to Purchase premium
packages on online music streaming platforms
[Link]. The influence of Perceived Risk on Purchase Intention
Subjective Norm represents the change in consumer behavior based on social pressures,
and it is also a factor that influences their intention to use online services. According to
the study by Taylor and Told (1995), this pressure comes from the attitude of support or
opposition regarding the execution of behaviors in social relationships. Ajzen (1991)
pointed out that individuals tend to perform behaviors according to the majority trend,
thereby changing their intention to use based on these social norms. These conclusions
are even more evident in the current context, where a large number of consumers make
decisions about using goods or services through social networks and media. In other
words, subjective norms play a crucial role when buyers consider their purchase
intentions. The support or opposition from these individuals has a strong impact on the
intention to perform a behavior, meaning that a single negative or positive statement can
influence the person’s thoughts and potentially change their behavior. These findings
were experimentally validated in the study by Dương Thị Thu Thảo and Nguyễn Ngọc
Thức (2021). Based on this, the research proposes the following hypothesis:
H5: Perceived Risk has a negative influence on the Intention to Purchase premium
packages on online music streaming platforms
[Link]. The influence of Trust on Purchase Intention and Attitude
Trust is an important factor influencing users' attitudes toward online services, as
evidenced by the research of Kim et al. (2008). In addition, several other studies, such as
those by Pavlou et al. (2007) and Lee et al. (2020), also indicate that when users trust the
security and quality of a service, they form a positive attitude, thereby enhancing their
service usage experience. A recent study by Chang et al. (2020) also demonstrated that
trust positively impacts users' attitudes toward using online services. Based on these
relationships, the research team proposes the following hypothesis:
H6a: Trust has a positive influence on Attitude
Kim et al. (2008) indicated that when users trust the service-providing platforms, they are
more likely to be willing to pay for premium packages, thus enhancing their music
listening experience. The study by Dương Thị Thu Thảo and Nguyễn Ngọc Thức (2021)
also shows that trust positively influences consumers' intention to use paid services,
especially when they perceive the service's value aligns with their needs and lifestyle.
According to the research by Lee et al. (2020), trust plays an important role in increasing
users' intention to purchase premium packages for online music streaming services.
Additionally, research papers by Gefen et al. (2003) and García et al. (2020) strongly
confirm that trust positively impacts users' attitudes. Based on these relationships, the
research team proposes the following hypothesis:
H6b: Trust has a positive influence on the Intention to Purchase premium packages on
online music streaming platforms
[Link]. The influence of Attitude on Purchase Intention
Attitude is considered a key driver in predicting an individual's intention to perform
behavior in the music industry. These areas include music copyright violations, online
music advertising, and subscription-based music services. Therefore, attitude is used as a
central construct to explain the intention to use premium packages according to Yoon
(2010), Cesareo and Pastore (2014), as well as Dörr et al. (2013). The studies by Dörr et
al. (2013) and Yoon (2010) demonstrate that attitude is an important predictor of the
intention to use online music streaming services. Fishbein and Ajzen (1975) also affirm
that a positive attitude can replace a negative one, thus encouraging the intention to
subscribe to premium online music streaming services. A recent study by Dương Thị Thu
Thảo & Nguyễn Ngọc Thức (2021) shows that attitude positively influences the intention
to use paid services among students in Ho Chi Minh City, with consumers being more
willing to pay if they perceive the service's value aligns with their needs and lifestyle.
Sardanelli et al. (2019) suggest that attitude is one of the most important factors in
explaining the intention to pay for streaming services. Furthermore, a study by Chang et
al. (2021) indicates that if an individual develops a positive or favorable attitude toward
premium online music streaming services, they will perceive that subscribing to such
services positively impacts their music experience. Based on these relationships, the
research team proposes the following hypothesis:
H7: Attitude has a positive influence on the Intention to Purchase premium packages on
online music streaming platforms
Table 2.1: Hypotheses
Hypothese References
H1: Perceived Value has a positive influence on Fernandes, T., & Guerra, J., (2019)
the intention to purchase premium packages on
online music streaming platforms.
H2a: Perceived Usefulness has a positive Fernandes, T., & Guerra, J., (2019)
influence on Perceived Value
H2b: Perceived Usefulness has a positive
Thụy, T. Đ. H., Tâm, N. T. T.,
influence on the Intention to Purchase premium
Thụy, T. Đ. H., & Lộc, N. T. T.,
packages on online music streaming platforms
(2023)
Camilleri, M. A., & Falzon, L.,
(2021)
H3: Perceived Enjoyment has a positive influence Hamari, J., Hanner, N., &
on the Intention to Purchase premium packages on Koivisto, J., (2020)
online music streaming platforms
H4: Subjective Norms have a positive influence Thảo, D. T. T., & Thức, N. N.,
on the Intention to Purchase premium packages on (2021)
online music streaming platforms.
H5: Perceived Risk has a negative influence on Thảo, D. T. T., & Thức, N. N.,
the Intention to Purchase premium packages on (2021)
online music streaming platforms
Ventre, I., & Kolbe, D., (2020)
H6a: Trust has a positive influence on Attitude Eneizan, B., Alsaad, A.,
Alkhawaldeh, A., Rawash, H. N.,
H6b: Trust has a positive influence on the
& Enaizan, O., (2020)
Intention to Purchase premium packages on online
music streaming platforms Ventre, I., & Kolbe, D., (2020)
H7: Attitude has a positive influence on the Chang, V., Yang, Y., Xu, Q. A., &
Intention to Purchase premium packages on online Xiong, C. (2021)
music streaming platforms
2.4.2. Research model
Based on the arguments outlined above, our team has proposed the following research
model:
Figure 2.9: Research model
CHAPTER 2 SUMMARY
This chapter provides an overview of the research concepts, including Perceived Value,
Perceived Usefulness, Perceived Enjoyment, Subject Norms, Perceived Risk, Trust,
Attitude, and Purchase Intention, as well as the underlying theory. Additionally, the
chapter summarizes foreign studies on the relationships between these research concepts.
Based on this, 9 hypotheses for a research model have been formulated.