ACCESS AND OWNERSHIP: EXPLORING MUSIC CONSUMERS’ PERCEPTION OF DIGITAL MUSIC PRODUCT BASED ON PERCEIVED RISKS – A CORRESPONDENCE ANALYSIS
Abstract: The purpose of this
research is to explore the perception of music consumers regarding digital
music product based on the perceived risks related to it. This study uses an exploratory
research design to explore the topic of music consumers’ perception of digital
music product in Manado City based on perceived risk. This research will use
Correspondence Analysis - Perceptual mapping as the tool for the data analysis.
Based on the data gathered from 150 music consumers in Manado, the researcher
found that music consumers has a relatively high perception of risk towards two
types of digital music product which are Legal Download and Illegal Download.
While Music Streaming on other hand has a very low degree of risk perception on
all three types of perceived risk. For the music content creators it should be
noted that today’s music listeners has started to embrace the new trend of
streaming service. Therefore content creator should consider utilizing this new
platform instead of relying too much on conventional ownership such as
downloads.
Keywords: access-based
consumption, product ownership, digital music product, perceived risk,
correspondence analysis
Penulis: Wandy M.G. Tulandi,
Frederik G. Worang, Merinda Ch. Pandowo
Kode Jurnal: jpmanajemendd180317
