Čimbenici koji utječu na percipiranu vrijednost korištenja glazbenih streaming servisa

master's thesis

• Title (english): Factors affecting the perceived value of use in music streaming services
• Author: Petra Kerep
• Mentor: Goran Vlašić (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Zoran Krupka (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2023-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Glazbena industrija je u posljednjih nekoliko godina doživjela velike i nagle promjene. Kako je tehnologija napredovala, glazbena industrija se morala prilagoditi dinamičnom okruženju. Samim time se nije mijenjala samo glazbena industrija već i potrošačke navike. Novi načini distribucije glazbe poremetili su tržište te su pružatelji glazbenih usluga morali pronaći novi način kako se prilagoditi novonastalim promjenama. Pojavom glazbenih streaming servisa odnosno pojavom golemih kataloga glazbe koji se mogu reproducirati bilo kada i bilo gdje, omogućili su potrošačima novi pristup slušanju glazbe. Cilj ovog rada bio je istražiti koji su to čimbenici koji utječu na percipiranu vrijednosti korištenja glazbenih streaming servisa. Kako bi se ispunio cilj ovog rada, provedeno je istraživanje uz pomoć anketnog upitnika na uzorku od 162 ispitanika. Ispitanici su izrazili svoj stupanj (ne)slaganja s tvrdnjama o utjecaju čimbenika na percipiranu vrijednosti korištenja glazbenih streaming servisa. Rezultati su pokazali da razni čimbenici mogu utjecati na percipiranu vrijednost korištenja glazbenih streaming servisa. Takva analiza može usmjeriti pružatelje glazbenih usluga da iskoriste pojedine čimbenike koji utječu na percipiranu vrijednosti korištenja glazbenih streaming servisa kako bi mogli poboljšati korisničko iskustvo i potaknuti freemium korisnike da pređu na premium model.

Abstract (english)

The music industry has undergone big and unexpected changes in the last few years. As technology has advanced, the music industry has had to adapt to a dynamic environment. This alone changed not only the music industry but also consumer behavior. New ways of distributing music disrupted the market and music service providers had to find a new way to adapt to the new changes. With the appearance of music streaming services, i.e. the appearance of huge music catalogs that can be played anytime and anywhere, consumers have been given a new approach to listening to music. This paper aimed to investigate which factors influence the perceived value of music streaming services. In order to fulfill the goal of this research, a survey was conducted with the help of a questionnaire on a sample of 162 respondents. Respondents expressed their degree of agreement with the statements about the influence of factors on the perceived value of music use in streaming services. The results showed that different factors can influence the perceived value of using music streaming services. Such an analysis can guide music service providers to take advantage of certain factors of perceived value that influence the use of music streaming services in order to improve the user experience and encourage freemium users to switch to the premium model.

• Keywords: percipirana vrijednost; glazbeni streaming servisi; freemium; premium; glazbena industrija
• Keywords (english): perceived value; music streaming service; freemium; premium; music industry
• Language: croatian
• URN:NBN: urn:nbn:hr:148:210926
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-09-28 12:19:32