Individual's intention to subscribe to freemium music streaming services: A conceptual framework

Abstract

While the music industry continues to undergo through significant revolution, the last few years show that growth in freemium music streaming services continue to be noteworthy, in particular, in the American music industry. The research aspires to gain insights into individual's intention to subscribe to freemium music streaming services. This paper reports a research in progress. The research integrates the Theory of Reasoned Action, Dual Mediation Hypothesis, Motivation Theory, and Social Identity Theory to develop a conceptual framework toward explaining individual's intention to subscribe to freemium music streaming services.