Chinese Customers' WTP for Legal Digital Music Downloading  

作　　者：Tingting XIANG Jun KE Xinyu CHEN 

机构地区：[1]College of Economics and Management,Huazhong Agricultural University

出　　处：《Asian Agricultural Research》2016年第5期33-39,45,共8页亚洲农业研究（英文）

摘　　要：This study is to examine the effects of some significant factors on consumers' willingness to pay( WTP) for digital music via the moderating variables of music affinity and the deterrence effect of the legislation. Based on 517 Chinese respondents with access to digital music,using the multiple liner regression model,this study indicates that free ideology,perceived benefits of free downloading,perceived benefits of paid downloading,subjective norm,habit strength have direct influence on WTP,and music affinity and the deterrence effect of the legislation have moderating effects. This study contributes theoretically to research on Chinese consumers' WTP for digital music and offers practical recommendations for the digital music charging system setup.This study is to examine the effects of some significant factors on consumers' willingness to pay( WTP) for digital music via the moderating variables of music affinity and the deterrence effect of the legislation. Based on 517 Chinese respondents with access to digital music,using the multiple liner regression model,this study indicates that free ideology,perceived benefits of free downloading,perceived benefits of paid downloading,subjective norm,habit strength have direct influence on WTP,and music affinity and the deterrence effect of the legislation have moderating effects. This study contributes theoretically to research on Chinese consumers' WTP for digital music and offers practical recommendations for the digital music charging system setup.

关 键 词：WTP Free IDEOLOGY DETERRENCE effect of legislation Perceived benefits of free or PAID downloading HABIT strength Subjective norm 

分 类 号：J692[艺术—音乐]