Determinants of Consumer Purchase Behaviour of Pirated Music CDs in Mainland Tanzania: A PLS SEM Approach

The purpose of this paper is to investigate the influence of subjective norms , idolatry and intentions of consumer purchase behaviour of pirated music CDs in Tanzania. In order to empirically test the hypotheses of the study, questionnaires were distributed to 491 users of pirated music CDs in Tanz...

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Tác giả chính: Mushi, Hellena Mohamedy
Định dạng: Bài viết
Ngôn ngữ:English
Được phát hành: UUM Press 2019
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Truy cập trực tuyến:https://repo.uum.edu.my/id/eprint/30049/1/GBMR%2011%2001%202019%2028-62.pdf
https://doi.org/10.32890/gbmr2019.11.1.9321
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author Mushi, Hellena Mohamedy
author_facet Mushi, Hellena Mohamedy
author_sort Mushi, Hellena Mohamedy
collection UUM
description The purpose of this paper is to investigate the influence of subjective norms , idolatry and intentions of consumer purchase behaviour of pirated music CDs in Tanzania. In order to empirically test the hypotheses of the study, questionnaires were distributed to 491 users of pirated music CDs in Tanzania. The data from the questionnaires were analyzed using PLS- SEM. The results of the study revealed that subjective norm and intention are positively related to consumer purchase behaviour. On the other hand, idolatry has a negative relationship with purchase behaviour. The results of this study will be useful for marketers, businessman and music promoters when identifying the factors that are to be considered when intending to improve the level of sales among music CDs users in Tanzania. It will also assist the policy makers to come up with policies especially in the area of norms so as to improve the rate of sales. The findings of this study may benefit music marketers, producers and practitioners in their marketing communication to design their music strategies in the Tanzania context.
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spelling uum-300492023-11-28T11:52:39Z https://repo.uum.edu.my/id/eprint/30049/ Determinants of Consumer Purchase Behaviour of Pirated Music CDs in Mainland Tanzania: A PLS SEM Approach Mushi, Hellena Mohamedy HF Commerce The purpose of this paper is to investigate the influence of subjective norms , idolatry and intentions of consumer purchase behaviour of pirated music CDs in Tanzania. In order to empirically test the hypotheses of the study, questionnaires were distributed to 491 users of pirated music CDs in Tanzania. The data from the questionnaires were analyzed using PLS- SEM. The results of the study revealed that subjective norm and intention are positively related to consumer purchase behaviour. On the other hand, idolatry has a negative relationship with purchase behaviour. The results of this study will be useful for marketers, businessman and music promoters when identifying the factors that are to be considered when intending to improve the level of sales among music CDs users in Tanzania. It will also assist the policy makers to come up with policies especially in the area of norms so as to improve the rate of sales. The findings of this study may benefit music marketers, producers and practitioners in their marketing communication to design their music strategies in the Tanzania context. UUM Press 2019 Article PeerReviewed application/pdf en cc4_by https://repo.uum.edu.my/id/eprint/30049/1/GBMR%2011%2001%202019%2028-62.pdf Mushi, Hellena Mohamedy (2019) Determinants of Consumer Purchase Behaviour of Pirated Music CDs in Mainland Tanzania: A PLS SEM Approach. Global Business Management Review (GBMR), 11 (1). pp. 28-62. ISSN 2180-2416 https://e-journal.uum.edu.my/index.php/gbmr/article/view/9321 https://doi.org/10.32890/gbmr2019.11.1.9321 https://doi.org/10.32890/gbmr2019.11.1.9321
spellingShingle HF Commerce
Mushi, Hellena Mohamedy
Determinants of Consumer Purchase Behaviour of Pirated Music CDs in Mainland Tanzania: A PLS SEM Approach
title Determinants of Consumer Purchase Behaviour of Pirated Music CDs in Mainland Tanzania: A PLS SEM Approach
title_full Determinants of Consumer Purchase Behaviour of Pirated Music CDs in Mainland Tanzania: A PLS SEM Approach
title_fullStr Determinants of Consumer Purchase Behaviour of Pirated Music CDs in Mainland Tanzania: A PLS SEM Approach
title_full_unstemmed Determinants of Consumer Purchase Behaviour of Pirated Music CDs in Mainland Tanzania: A PLS SEM Approach
title_short Determinants of Consumer Purchase Behaviour of Pirated Music CDs in Mainland Tanzania: A PLS SEM Approach
title_sort determinants of consumer purchase behaviour of pirated music cds in mainland tanzania a pls sem approach
topic HF Commerce
url https://repo.uum.edu.my/id/eprint/30049/1/GBMR%2011%2001%202019%2028-62.pdf
https://doi.org/10.32890/gbmr2019.11.1.9321
work_keys_str_mv AT mushihellenamohamedy determinantsofconsumerpurchasebehaviourofpiratedmusiccdsinmainlandtanzaniaaplssemapproach