Factors Affecting Post-Adoption in a Music Streaming Application for Young Adults

Abstract

Indonesia is a potential market for the development of a streaming music application. This is marked by the emergence of various streaming music applications in Indonesia. However, the numbers of paid music streaming application subscribers are still low compared to those who use the free application. Meanwhile, one of the advantages gained by application providers is paid subscription services. In that regard, this research aims to increase the number of paid application users through a post-adoption approach, specifically stickiness, and word of mouth. It is expected that users who have benefited from paid services will recommend them to others. There are five hypotheses which will be tested in this research. The data will be analysed using a structural equation model (SEM) with Lisrel 8.8. The results of this research indicate that ubiquity and personalisation affect the usefulness, which in the end will increase stickiness and word of mouth. Informativeness was verified as having no effect on usefulness in this research. The implications of this research illustrate the efforts to increase the benefits of an application that users are willing to use the application on a long-term basis and recommend the use of paid applications to others. Keywords— usefulness, stickiness, word of mouth