Consumers Motivation Behind Online Music Buying Behavior

This research focuses on the motivation factors behind online music buying across the targeted respondents. Questionnaire was used to understand what are the respondents� motivations in buying music digitally. This study involved not only people who buy music online but also people who don�t. This is done in order to know whether there are any similarities or differences regarding the opinion between both groups. It is found that the motivations behind online music buying are convenience/accessibility, information availability, and artists� appreciation. Based on the no group (people who don�t buy music online) opinion, the results showed that info availability and artists� appreciation issue are the main factors. Furthermore, price was considered as the most important attribute for the yes group whereas the no group stated that collections were the most important attribute. Online music companies should focus in these motivation factors since it describes the needs of the individual. One important issue is artists� appreciation, since consumers seem to have this belief and feeling, online music company could use it to increase awareness in this attribute by making advertisement or other related marketing strategies. The second thing to be focused on is convenience/accessibilit