Decision making model for online music service users

Abstract

This paper describes a consumer behavior model for online shopping, especially online music services, because they are the most popular online shopping service in Japan. Based on Howard's consumer decision model, questionnaires about decision making for online music services were given to 282 students. The questionnaire results show that almost 90% of respondents have downloaded from online music services, and high school students use such services slightly more than university students. This paper analyzes the questionnaire results by structure equation modeling and examines the relationships between the factors in Howard's model. © 2008 International Federation for Information Processing.