Music sampling and purchase intention in a developing African economy: An evaluation of the impact of consumer attitude and perceived value
Purpose: This study investigates whether purchase intention is impacted by music sampling in piracy-prone emerging African markets and identifies the role of premium streaming perceived value as a driver in this relationship. Methods: The research employs Structural Equation Modeling (SEM) and th...
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| Format: | Article |
| Language: | English |
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International Hellenic University
2025-06-01
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| Series: | Journal of Tourism, Heritage & Services Marketing |
| Subjects: | |
| Online Access: | https://zenodo.org/records/15655810/files/11-1-6.pdf?download=1 |
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| _version_ | 1850109114604060672 |
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| author | Olugbenga Michael Adewumi Chukwuemeka Echebiri Atle Hauge |
| author_facet | Olugbenga Michael Adewumi Chukwuemeka Echebiri Atle Hauge |
| author_sort | Olugbenga Michael Adewumi |
| collection | DOAJ |
| description | Purpose: This study investigates whether purchase intention is impacted by music sampling in piracy-prone emerging African markets and identifies the role of premium streaming perceived value as a driver in this relationship.
Methods: The research employs Structural Equation Modeling (SEM) and the Hayes Process approach to analyze a conceptual model based on survey data of 1000 Nigerian music consumers.
Results: The findings indicate that music sampling and consumer attitude positively impact purchase intention, with consumer attitude partially mediating the relationship between music sampling and purchase intention. Notably, higher levels of premium streaming perceived value optimize this mediation effect, enhancing the impact on purchase intention.
Implications: The research theoretically extends the Value-Based Adoption Model (VAM) to digital music streaming in emerging economies, demonstrating how premium perceived value mediates sampling-purchase intention relationships. For managers, the research suggests that a value management strategy for music
streaming can stimulate purchase intention even in piracy-prone African markets. Hence, value-based pricing in line with local purchasing power and value-focusing marketing can successfully counteract "free mentality" behaviors, offering sustainable growth opportunities for music-streaming firms in emerging African
economies. |
| format | Article |
| id | doaj-art-fa146520b01544f1b8feb04293483d92 |
| institution | OA Journals |
| issn | 2529-1947 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | International Hellenic University |
| record_format | Article |
| series | Journal of Tourism, Heritage & Services Marketing |
| spelling | doaj-art-fa146520b01544f1b8feb04293483d922025-08-20T02:38:10ZengInternational Hellenic UniversityJournal of Tourism, Heritage & Services Marketing2529-19472025-06-01111617110.5281/zenodo.15655810Music sampling and purchase intention in a developing African economy: An evaluation of the impact of consumer attitude and perceived valueOlugbenga Michael Adewumi 0https://orcid.org/0000-0002-8562-5821Chukwuemeka Echebiri1https://orcid.org/0000-0003-1995-013XAtle Hauge2https://orcid.org/0000-0001-5446-8387University of InlandUniversity of InlandUniversity of InlandPurpose: This study investigates whether purchase intention is impacted by music sampling in piracy-prone emerging African markets and identifies the role of premium streaming perceived value as a driver in this relationship. Methods: The research employs Structural Equation Modeling (SEM) and the Hayes Process approach to analyze a conceptual model based on survey data of 1000 Nigerian music consumers. Results: The findings indicate that music sampling and consumer attitude positively impact purchase intention, with consumer attitude partially mediating the relationship between music sampling and purchase intention. Notably, higher levels of premium streaming perceived value optimize this mediation effect, enhancing the impact on purchase intention. Implications: The research theoretically extends the Value-Based Adoption Model (VAM) to digital music streaming in emerging economies, demonstrating how premium perceived value mediates sampling-purchase intention relationships. For managers, the research suggests that a value management strategy for music streaming can stimulate purchase intention even in piracy-prone African markets. Hence, value-based pricing in line with local purchasing power and value-focusing marketing can successfully counteract "free mentality" behaviors, offering sustainable growth opportunities for music-streaming firms in emerging African economies.https://zenodo.org/records/15655810/files/11-1-6.pdf?download=1purchase intentionstreaming perceived valuemusic samplingdeveloping african economiesconsumer attitude |
| spellingShingle | Olugbenga Michael Adewumi Chukwuemeka Echebiri Atle Hauge Music sampling and purchase intention in a developing African economy: An evaluation of the impact of consumer attitude and perceived value Journal of Tourism, Heritage & Services Marketing purchase intention streaming perceived value music sampling developing african economies consumer attitude |
| title | Music sampling and purchase intention in a developing African economy: An evaluation of the impact of consumer attitude and perceived value |
| title_full | Music sampling and purchase intention in a developing African economy: An evaluation of the impact of consumer attitude and perceived value |
| title_fullStr | Music sampling and purchase intention in a developing African economy: An evaluation of the impact of consumer attitude and perceived value |
| title_full_unstemmed | Music sampling and purchase intention in a developing African economy: An evaluation of the impact of consumer attitude and perceived value |
| title_short | Music sampling and purchase intention in a developing African economy: An evaluation of the impact of consumer attitude and perceived value |
| title_sort | music sampling and purchase intention in a developing african economy an evaluation of the impact of consumer attitude and perceived value |
| topic | purchase intention streaming perceived value music sampling developing african economies consumer attitude |
| url | https://zenodo.org/records/15655810/files/11-1-6.pdf?download=1 |
| work_keys_str_mv | AT olugbengamichaeladewumi musicsamplingandpurchaseintentioninadevelopingafricaneconomyanevaluationoftheimpactofconsumerattitudeandperceivedvalue AT chukwuemekaechebiri musicsamplingandpurchaseintentioninadevelopingafricaneconomyanevaluationoftheimpactofconsumerattitudeandperceivedvalue AT atlehauge musicsamplingandpurchaseintentioninadevelopingafricaneconomyanevaluationoftheimpactofconsumerattitudeandperceivedvalue |