The role of ownership inclination on the intention to subscribe to music streaming among older adults

This study investigates the factors influencing older adults’ willingness to subscribe to music streaming services, focusing on ownership inclination as a mediator. While the adoption of music streaming services among older adults has grown, research on their subscription behaviors remains limited, particularly regarding psychological factors like ownership desire. Addressing this gap, the study integrates the Value-Based Adoption Model (VAM) and psychological ownership theory to explore the relationship between perceived value, ownership inclination, and subscription intention. Data from 376 older adults were analyzed using PROCESS Macro to test mediation effects. Findings reveal that ownership inclination significantly mediates the relationship between perceived value and subscription intention, even when perceived value is low. These results provide theoretical and practical insights into how music streaming platforms can attract older consumers by fostering a sense of ownership. The study emphasizes the importance of psychological and economic factors in driving technology adoption among aging populations, offering strategies for service providers and policymakers to support inclusivity

ผู้เขียน: Pannawit Sanitnarathorn, Wanny Oentoro, Onouma Thummapol, Sichon Thongma

วันที่เผยแพร่: 12 มี.ค. 2568

จำนวนเข้าชม: 4

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