Factors Affecting the Demand for Digital Music Streaming of Filipinos Residing in Metro Manila

Abstract

This research examined the factors affecting the demand for digital music streaming by Filipinos residing in Metro Manila. Hedonic motivation, perceived price, subjective norm, and trust were analyzed to determine consumers' willingness to pay for a digital music streaming subscription. The researchers adopted a quantitative descriptive study and gathered primary data from Filipinos aged 16 to 50 residing in Metro Manila using a self-made questionnaire. A Likert Scale was utilized to measure the factors previously mentioned. Accordingly, the data-gathering procedure was mainly conducted online. Previous studies claimed that hedonic motivation, perceived price, subjective norm, and trust significantly affect consumer behavior. However, in contrast, this study stated that only three out of the four said variables were proven to significantly affect the demand for digital music streaming by Filipinos residing in Metro Manila. This study's findings can benefit companies that offer digital music streaming services, music industry players, the creative sector of the Philippines, and future researchers.