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WIRTSCHAFTSINFORMATIK

, Volume 55, Issue 6, pp 377–393 | Cite as

Music as a Service als Alternative für Musikpiraten?

Eine empirische Untersuchung zur Nutzungsintention von Streaming-Services für Musik
  • Jonathan Dörr
  • Thomas WagnerEmail author
  • Alexander Benlian
  • Thomas Hess
Aufsatz

Zusammenfassung

Trotz zunehmender Akzeptanz digitaler Kanäle sank der weltweite Umsatz der Musikindustrie in den Jahren 2004 bis 2010 um nominal 31 %. Piraterie gilt insbesondere in der Musikindustrie als eine der Hauptursachen dieser Entwicklung, wohingegen die aktuelle Diskussion in der Forschung zu keinem klaren Ergebnis kommt. Mit Music as a Service (MaaS) gibt es ein neues Geschäftsmodell für digitale Musik. Von den bekannten Musikangeboten für die sog. À-la-carte-Downloads wie bspw. dem iTunes Store unterscheidet sich MaaS in zwei wichtigen Eigenschaften: der Übertragungsart (Streaming statt Download) und dem Preismodell (Flatrate bzw. kostenfrei statt Pay-per-Download). Erste Nutzerbefragungen deuten darauf hin, dass auch viele Musikpiraten diese Angebote nutzen. Um der Frage nachzugehen, ob MaaS eine Alternative zu illegalem Musikkonsum darstellen kann, haben wir – ausgehend von der Theorie des geplanten Verhaltens – ein Modell zur Erklärung der Nutzungsintention von MaaS entwickelt. Zur empirischen Überprüfung dieses Modells haben wir 132 Musikpiraten befragt. Dabei hat sich u. a. gezeigt, dass die Intention zur Nutzung eines kostenlos angebotenen Streaming-Services für Musik hauptsächlich durch die grundlegende Einstellung gegenüber MaaS getrieben wird, während der wichtigste Treiber zur Nutzung eines kostenpflichtigen Streaming-Services für Musik der Einfluss wichtiger Bezugspersonen ist. Einfluss auf die positive Einstellung gegenüber MaaS haben neue Empfehlungsfunktionen, das Preismodell in Form einer Flatrate sowie der relative Vorteil von MaaS verglichen zum illegalen Konsum.

Schlüsselwörter

Music as a Service Digitale Güter Musik Streaming Musikpiraterie Geschäftsmodelle Theorie des geplanten Verhaltens 

Music as a Service as an Alternative to Music Piracy?

An Empirical Investigation of the Intention to Use Music Streaming Services

Abstract

Despite increasing acceptance of digital channels, total sales in the music business decreased by 31 % from 2004 to 2010. Music piracy is still considered one of the main causes for this. However, several studies found no effects or even positive effects of illegal downloading on record sales. In the past, piracy has been counteracted especially by prosecution and legal offers. Music as a Service (MaaS) represents a new, differing distribution approach in digital music. In contrast to the well-known music platforms for so-called à-la-carte downloads, such as the iTunes Store, MaaS possesses two important characteristics: transmission (streaming instead of downloading) and pricing model (flat rate instead of pay-per-download). Therefore, the consumption of music by means of purchasing and downloading is replaced by a monthly payment service (paid MaaS) and an ad-supported (free MaaS) service. First user surveys suggest that many music pirates are making use of these offers. To find out if MaaS is an attractive distribution channel for music pirates, we developed a model to explain the intention to use MaaS based on the Theory of Planned Behavior. To empirically test this model, we surveyed 132 music pirates. Among others, the outcome shows that the intention to use free MaaS is mainly affected by the attitude towards MaaS, while using paid MaaS is predominantly a result of the influence of users’ closest peers. The attitude towards MaaS is positively influenced by the desire to receive music recommendations, the payment type (in the form of a flat rate model), and the relative advantage of MaaS compared to illegal choices.

Keywords

Music as a Service MaaS Digital goods Music streaming Music piracy Business models Theory of planned behavior 

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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  • Jonathan Dörr
    • 1
  • Thomas Wagner
    • 1
    Email author
  • Alexander Benlian
    • 2
  • Thomas Hess
    • 1
  1. 1.Fakultät für Betriebswirtschaft Institut für Wirtschaftsinformatik und Neue Medien (WIM)Ludwig-Maximilians-Universität München (LMU)MünchenDeutschland
  2. 2.Fachbereich Rechts- und Wirtschaftswissenschaften Fachgebiet Wirtschaftsinformatik Information Systems & Electronic ServicesTechnische Universität DarmstadtDarmstadtDeutschland

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