Gender differences in purchase intention of music downloads

Peer-to-peer (P2P) networks on the Internet enable the effortless sharing of music between Internet users, creating a major threat to the music industry. Given this threat, marketing managers need to craft marketing strategies that will persuade Internet users to purchase music downloads rather than downloading it from P2P networks. However, given the fact that research has shown that gender impacts on consumers' attitudes towards and use of technology, music marketers grapple with the question whether an undifferentiated marketing strategy should be used or whether a gender-segmentation approach will be more suitable. To assist marketing managers to create such strategies for online music downloads, this study investigates the formation of intention to purchase music downloads by considering the moderating effect of gender. A sample of 628 students at a mid-sized university participated in the study. A multi-group analysis was performed to test for non-invariance in the structural weights across gender. The main findings were that gender moderated the influence of Perceived trust, Perceived enjoyment and Self-efficacy on Behavioural intention. Perceived trust and Perceived self-efficacy had a stronger influence on Behavioural intention for females than for males, while the opposite was true for the influence of Perceived enjoyment on Behavioural intention.

[1]  Younghwa Lee,et al.  The Technology Acceptance Model: Past, Present, and Future , 2003, Commun. Assoc. Inf. Syst..

[2]  A. Khalifa.  Customer value: a review of recent literature and an integrative configuration , 2004 .

[3]  Mohini Singh,et al.  A multitheoretical approach for solving trust problems in B2C e-commerce , 2008, Int. J. Netw. Virtual Organisations.

[4]  Ingoo Han,et al.  Effect of trust on customer acceptance of Internet banking , 2002, Electron. Commer. Res. Appl..

[5]  Per E. Pedersen,et al.  Intentions to use mobile services: Antecedents and cross-service comparisons , 2005 .

[6]  Fred D. Davis,et al.  Modeling the Determinants of Perceived Ease of Use , 1994, ICIS.

[7]  Heshan Sun,et al.  The role of moderating factors in user technology acceptance , 2006, Int. J. Hum. Comput. Stud..

[8]  GefenDavid,et al.  Trust and TAM in online shopping , 2003 .

[9]  Viswanath Venkatesh,et al.  Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model , 2000, Inf. Syst. Res..

[10]  A. Saghir,et al.  Gender and information and communication technologies (ICTs). , 2009 .

[11]  Detmar W. Straub,et al.  Trust and TAM in Online Shopping: An Integrated Model , 2003, MIS Q..

[12]  R. B. Woodruff,et al.  Customer value: The next source for competitive advantage , 1997 .

[13]  Fred D. Davis.  Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology , 1989, MIS Q..

[14]  Li-Wei Mai,et al.  Consumer adoption of online music services: the influence of perceived risks and risk relief strategies , 2007 .

[15]  Viswanath Venkatesh,et al.  Why Don't Men Ever Stop to Ask for Directions? Gender, Social Influence, and Their Role in Technology Acceptance and Usage Behavior , 2000, MIS Q..

[16]  Xinran Y. Lehto,et al.  Gender differences in online travel information search: Implications for marketing communications on the internet , 2007 .

[17]  H. Dittmar,et al.  Buying on the Internet: Gender Differences in On-line and Conventional Buying Motivations , 2004 .

[18]  Pin Luarn,et al.  AIS Electronic Library (AISeL) , 2017 .

[19]  M.H.P. Kleijnen,et al.  Consumer acceptance of wireless finance , 2004 .

[20]  Agnetha Broos,et al.  Gender and Information and Communication Technologies (ICT) Anxiety: Male Self-Assurance and Female Hesitation , 2005, Cyberpsychology Behav. Soc. Netw..

[21]  Tibert Verhagen,et al.  Online store image: conceptual foundations and empirical measurement , 2004, Inf. Manag..

[22]  William R. King,et al.  A meta-analysis of the technology acceptance model , 2006, Inf. Manag..

[23]  Izak Benbasat,et al.  Do I Trust You Online, and If So, Will I Buy? An Empirical Study of Two Trust-Building Strategies , 2006, J. Manag. Inf. Syst..

[24]  Mark Srite,et al.  The Role of Espoused National Cultural Values in Technology Acceptance , 2006, MIS Q..

[25]  Fred D. Davis,et al.  A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies , 2000, Management Science.

[26]  Anthony R. Hendrickson,et al.  Using Davis's Perceived Usefulness and Ease-of-use Instruments for Decision Making: A Confirmatory and Multigroup Invariance Analysis , 1998 .

[27]  Anne Goulding,et al.  Internet perception and use: a gender perspective , 2001 .

[28]  Pamela L. Alreck,et al.  Gender effects on Internet, catalogue and store shopping , 2002 .

[29]  Dave Laing,et al.  International Federation Of The Phonographic Industry , 2010 .

[30]  Gill Kirkup,et al.  Gender and cultural differences in Internet use: A study of China and the UK , 2007, Comput. Educ..

[31]  van der HeijdenHans,et al.  Online store image , 2004 .

[32]  Yu-Chen Chen,et al.  The intention to download music files in a P2P environment: Consumption value, fashion, and ethical decision perspectives , 2008, Electron. Commer. Res. Appl..

[33]  Phyllis Schumacher,et al.  Gender, Internet and computer attitudes and experiences , 2001, Comput. Hum. Behav..

[34]  I. Wasserman,et al.  Gender and the Internet: Causes of Variation in Access, Level, and Scope of Use , 2005 .

[35]  Lei-da Chen,et al.  Technology Adaptation in E-Commerce: Key Determinants of Virtual Stores Acceptance , 2004 .

[36]  Hsi-Peng Lu,et al.  Factors influencing online music purchase intention in Taiwan: An empirical study based on the value-intention framework , 2007, Internet Res..

[37]  Chao-Min Chiu,et al.  Internet self-efficacy and electronic service acceptance , 2004, Decis. Support Syst..

[38]  Paul A. Pavlou,et al.  Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model , 2003, Int. J. Electron. Commer..

[39]  Cheolho Yoon,et al.  Convenience and TAM in a ubiquitous computing environment: The case of wireless LAN , 2007, Electron. Commer. Res. Appl..

[40]  H. Raghav Rao,et al.  A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents , 2008, Decis. Support Syst..

[41]  Alan Durndell,et al.  Computer self efficacy, computer anxiety, attitudes towards the Internet and reported experience with the Internet, by gender, in an East European sample , 2002, Comput. Hum. Behav..

[42]  J KimDan,et al.  A trust-based consumer decision-making model in electronic commerce , 2008 .

[43]  K. Ruyter,et al.  What drives consumers to shop online? A literature review , 2004 .

[44]  F. Sultan,et al.  Are the Drivers and Role of Online Trust the Same for All Web Sites and Consumers? A Large-Scale Exploratory Empirical Study , 2005 .