Music as a Service as an Alternative to Music Piracy? - Springer - 0 views
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Music pirates show a clearly positive approach to MaaS. The mean of attitude was 3.95 on a five-point scale.
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We can observe a strong difference between the influence of attitude on intention to use free MaaS and the intention to use paid MaaS: building a strong attitude therefore does not lead directly to high willingness to pay; instead, it is the intention to test free MaaS that is influenced by attitudes.
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We found that the search for music recommendations and the flat rate preference influence the attitude towards MaaS positively and significantly. The new recommendation functions and the pricing model are therefore functions users rated highly and which can help build a strongly positive attitude towards MaaS.
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Pirates seem satisfied with the sound quality of tracks provided via illegal networks and seem to feel safe from prosecution.
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Our study demonstrated the attractiveness of MaaS offers to music pirates. Nevertheless, most music pirates prefer free MaaS.
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We showed that flat rates are regarded as an attractive pricing model by music pirates and that this constitutes a suitable alternative to pay-per-download, which is often considered too expensive (Al-Rafee and Cronan 2006).
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Users who do not consider music piracy owing to moral scruples and higher search costs also show a positive attitude towards MaaS.
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A reason for the increased willingness to pay may also relate to hedonistic social benefits, established by integrating social features into recommendation systems
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MaaS providers should therefore focus on comprehensive, user-friendly recommendation systems that support social exchanges between MaaS users. Our study results clearly demonstrate that a platform’s features positively influence the attitude towards MaaS. Besides direct recommendations from friends, users can receive recommendations based on tagged music channels or collaborative filtering.
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The presented study demonstrates that new offers of music consumption can also be an attractive alternative for music pirates. Although there is no indication of the reduction of illegal downloads in general, music pirates consider the free ad-based version of MaaS an alternative. Music pirates who have rejected legal music consumption due to high prices in the past may well switch to legal consumption.