Study of factors influencing the intention of consumers to use subscriptions to music services

The paper is written on 246 sheets of typewritten text and consists of an introduction, three chapters, an opinion, a list of used literature and annexes. The purpose of this study is to identify factors that influence the intention of consumers to use a subscription to a music streaming service. The object of the study is users of music streaming services. The subject of the study are factors affecting the intention of consumers to use a subscription to a music streaming service. The introduction describes the relevance of the work, the information base of the present study, the purpose and objectives of the study. The first chapter analyzed global and domestic music market, identified the main trends and place of streaming in the recording market. An overview of theoretical models of behavior of consumers of streaming services and factors of influence on intention of use of services is presented. A basic empirical model for conducting qualitative consumer research has been chosen. The second chapter of the study reflects an overview of the main streaming services in Russia, functionality and popularity, based on the study of the sites of streaming providers. The methodology of qualitative research of consumers by method of depth interviews is described and its results are described. The empirical model of the study to be quantified has been adjusted, and the main hypotheses have been formulated. The third chapter describes the goals and objectives of quantitative research of consumers by online polling. The results of the conducted study are described. A final model of factors affecting consumer intention has been formulated. Limitations and recommendations for further research have been identified. The final part of this work summarizes the findings of the study. The effectiveness of research is stated by the analysis of relevant literature, the study of statistical data of the investigated market of music services, the relevance of all conclusions and recommendations by the results of empirical research. The limited scope of work did not allow for a comprehensive coverage of the study, which appears to be the focus of further research of theoretical and practical interest.