Buyer behavior · Quantitative survey study / structural equation modeling
Satisfied but no payment: The impact of perceived value on continuance intention and purchase intention in music streaming services
Telematics and Informatics Reports · 2024
Summary
Perceived usefulness, ease of use, and enjoyment positively related to perceived value; perceived value positively related to satisfaction, continuance intention, and purchase intention. Satisfaction and continuance intention did not significantly predict purchase intention. Content and users' emotional responses were important to use and subscription decisions. For a founder, use this as a question to test in your own context, not a universal playbook.
For your marketing
Possible founder application
Treat this as evidence for the specific pricing and monetization question studied. Compare the setting and sample to your company before changing a growth decision; use a local experiment where the paper does not match your context.
Reported result
What the study found
Perceived usefulness, ease of use, and enjoyment positively related to perceived value; perceived value positively related to satisfaction, continuance intention, and purchase intention. Satisfaction and continuance intention did not significantly predict purchase intention. Content and users' emotional responses were important to use and subscription decisions.
Research question
What the authors investigated
How do usefulness, ease of use, enjoyment, perceived value, satisfaction, and continuance intention relate to purchase intention for freemium and premium music-streaming users in Thailand?
Design
Online questionnaire analyzed with structural equation modeling using an extended technology acceptance model.
Sample and setting
443 respondents reporting music-streaming use in Thailand; the publisher identifies the article as an open-access research article.
Scope and transfer
Limitations to keep in view
The direct publisher abstract does not enumerate limitations; the single-country online, self-report, cross-sectional sample limits generalizability and does not establish actual payment or renewal behavior.
Research sources
Strong direct publisher full-text evidence from Elsevier: title, authors, December 2024 publication, DOI, N=443, SEM design, and reported relationships are on the article page. No duplication check was possible. Correction notices were not separately verified in this collection; consult the current publisher record before applying the findings.