| Summary: | 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/accessibility
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