This study is to examine the effects of some significant factors on consumers' willingness to pay( WTP) for digital music via the moderating variables of music affinity and the deterrence effect of the legislation...This study is to examine the effects of some significant factors on consumers' willingness to pay( WTP) for digital music via the moderating variables of music affinity and the deterrence effect of the legislation. Based on 517 Chinese respondents with access to digital music,using the multiple liner regression model,this study indicates that free ideology,perceived benefits of free downloading,perceived benefits of paid downloading,subjective norm,habit strength have direct influence on WTP,and music affinity and the deterrence effect of the legislation have moderating effects. This study contributes theoretically to research on Chinese consumers' WTP for digital music and offers practical recommendations for the digital music charging system setup.展开更多
The difference between human and animals is that human not only obey the rules of nature and history but also possess subjective attitude and spirit of life, which are presented as life values by reflecting directly o...The difference between human and animals is that human not only obey the rules of nature and history but also possess subjective attitude and spirit of life, which are presented as life values by reflecting directly on ideology. According to it,Greek mythology pours out its life values based on its subjective attitude and spirit of life.展开更多
文摘This study is to examine the effects of some significant factors on consumers' willingness to pay( WTP) for digital music via the moderating variables of music affinity and the deterrence effect of the legislation. Based on 517 Chinese respondents with access to digital music,using the multiple liner regression model,this study indicates that free ideology,perceived benefits of free downloading,perceived benefits of paid downloading,subjective norm,habit strength have direct influence on WTP,and music affinity and the deterrence effect of the legislation have moderating effects. This study contributes theoretically to research on Chinese consumers' WTP for digital music and offers practical recommendations for the digital music charging system setup.
文摘The difference between human and animals is that human not only obey the rules of nature and history but also possess subjective attitude and spirit of life, which are presented as life values by reflecting directly on ideology. According to it,Greek mythology pours out its life values based on its subjective attitude and spirit of life.
