Name
Min-jeong Kim, Sookmyung Women’s University
Journal
A Study on the Factors Influencing Consumers’ Switching Intention in Online Music Service
Abstract
As competition for online music services intensifies, consumers have a wider choice, increasing the possibility of service switching, while companies need strategies to prevent it. This study was conducted with the aim of providing strategic implications to companies by investigating what factors affect consumer switching intention for online music services and demonstrating it. First, by applying the PPM model developed in the migration theory, this paper tried to find out the factors that consumers switch from existing services to others. Through previous studies, sub-factors such as relationship quality and perceived value as push factors, alternative attractiveness and peer influence as pull factors, and switching cost and habit as mooring factors were derived. To find out the effect of these factors on switching intention, a survey was conducted on 66 consumers of online music services, and the collected data were used for analysis using SPSS ver 25.0. As a result of the analysis, the factors affecting the switching intention were relationship quality and alternative attractiveness, and it was found that each had a negative and positive effect. On the other hand, it was found that perceived value, peer influence, switching cost, and habit did not significantly affect switching intention. Based on these results, this paper provided practical implications to companies that operate online music services.