Towards Understanding Intention to Purchase Online Music Downloads: A South African Survey

Abstract

The worldwide diffusion of broadband networks and the invention of the Motion Picture Experts Group Layer 3 (better known as MP3), along with the diffusion of peer-to-peer (P2P) software, enabled effortless music file-sharing between Internet users. To manage the file-sharing phenomenon from a marketing perspective, some researchers have developed conceptual models to predict the legal online purchasing of music downloads. There is a need for research on consumer acceptance models for purchasing online music downloads in developing countries; such research has previously only been done in developed countries. Therefore, the research question involves which factors influence the intention of Internet users in developing countries to purchase online music downloads. The primary objective of this research is to identify factors influencing the intentions of undergraduate Internet users at a mid-size South African university to purchase online music downloads. To identify factors that influence the intentions of the target population, the Technology Acceptance Model was extended with cost, trust, risk, enjoyment and self-efficacy beliefs.