Music streaming service has enriched almost every individual’s life with music ever since it has been launched. Although this accessible and low-cost service has continuous growth in users, Taiwanese Generation X, the most powerful consumers within all age groups, places the second lowest in the subscription number among all generations in Taiwan. As they are able to use digital technologies well, recognizing their concerns with music streaming platform from cultural consumption behaviors rather than the technology acceptance level is crucial. Therefore, the purpose of this study is to explore the factors that affect Taiwanese Generation X’s willingness on applying music streaming platform from the perspective of their cultural consumption behavior in music.

This research adopted the construct from innovation resistance theory to analyze the collected data. By questionnaire survey to understand the behaviors of Taiwanese Generation X regarding their cultural consumption of music; and through semi-structured in-depth interviews to understand the insights and doubts from non-users in Generation X towards the service and how these mindsets related to their cultural consumption behavior in music.

Drawing on the identified factors, the findings show what non-music streaming platform users of Taiwanese Generation X value when choosing music devices in order of priority and a further understanding of their concerns with this service. All findings are documented for the contribution to the Cultural Studies of Generation X and the development of a guideline for Taiwanese Generation X’s market expansion strategies in the music industry.

Authors:
Wei-Ju Ting, National Cheng Kung University, Taiwan

About the Presenter(s)
Ms Wei-Ju Ting is a University Postgraduate Student at National Cheng Kung University in Taiwan

See this presentation on the full schedule – Sunday Schedule

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