The role of consumption value and product types in repurchase intention of printed and online music products: The Taiwan’s case

Abstract

The paper presents the role of consumption value in repurchase behavior for printed and online music products. Based on the consumption value theory and expectation-confirmation theory, it conducts an empirical study that statistically examines the effect of consumption values on the satisfaction toward repurchase intention. Data analysis from 728 valid samples reveal findings as follows: (1) the functional, emotional, and epistemic value are the significant driving factors that make people still paying for both the printed and online product types, though it shows a limited distinction for the two types, (2) in comparing of the concepts of designed functional value, printed music consumers tend to have a stronger enthusiasm in music consumption, (3) social value and conditional value are not the predicators of satisfaction, implying that the music consumption is self-oriented for any normal amusement, and (4) for the factors that are significant, the epistemic value is significant at all levels of significance for the printed products, while insignificant if α=0.01 for the online products. Implications and suggestions are also addressed.