Refereed article in conference proceedings (A4)
Gratifications from using freemium music streaming services: Differences between basic and premium users.
List of Authors: Mäntymäki Matti, Islam Najmul
Conference name: International Conference on Information Systems
Publication year: 2015
Journal: International conference on information systems
Book title *: 2015 International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015
ISBN: 978-0-9966831-1-1
Self-archived copy’s web address: https://research.utu.fi/converis/portal/detail/Publication/3622082
Online music streaming services have become popular in listening to music. Most online music streaming services employ the freemium business model. The specific gratifications from online music streaming are not well understood. Moreover, research examining the freemium model from a user experience perspective remains scant. We employ uses and gratifications theory and examine four gratifications, namely ubiquity, social connectivity, discovering new music, and enjoyment, as the predictors of continuance intention. We examine the differences in these gratifications between the basic and premium users with data from 374 Spotify users. The results demonstrate that enjoyment, discovering new music, and ubiquity, are the main drivers of the continuance intention. Interestingly, social connectivity has no effect on continuance intention. Furthermore, premium users experience higher levels of enjoyment and ubiquity than the non-paying basic users. Finally, enjoyment is the only predictor of continuance intention among basic users, but has no effect among premium users.
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