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Advisor(s)
Abstract(s)
A utilização de serviços de streaming representa um fenómeno atual, crescente, no que
concerne à audição de música. Demonstrando exercer um efeito estonteante nos hábitos
de consumo dos indivíduos, vieram também impactar a própria indústria musical em si,
flagelada nas últimas duas décadas pela quebra das suas receitas – uma consequência da
massificação da prática de pirataria. Apesar de o segmento etário jovem ser o que em
maior proporção se vale deste tipo de plataformas, quando decide ouvir música, a verdade
é que não existem ainda estudos consideráveis, que analisem os fatores inerentes a esta
prática, por parte de gerações mais velhas. Posto isto, e sabendo que a Geração X possui
um potencial bastante inexplorado pela literatura, até ao momento, o objetivo da presente
investigação traduz-se pela questão de partida, “Quais as diferenças nos padrões de
consumo dos serviços de streaming musical, por parte dos Millennials e da Geração X?”
Baseados na análise dos constructos “Expetativa de Performance”, “Expetativa de
Esforço”, “Influência Social”, “Condições Favoráveis”, “Motivações Hedónicas”, Price
Value, “Hábito” e “Atitude Face à Pirataria”, tentou-se perceber em que medida cada um
demonstrava impacto sobre a “Intenção de Continuar a Usar” tais serviços, por parte de
ambas as gerações em análise. Através de um estudo quantitativo, aplicou-se um inquérito
por questionário, obtendo-se uma amostra constituída por 214 elementos da Geração X e
dos Millennials – todos eles consumidores atuais, dos serviços de streaming musical.
ABSTRACT: The use of streaming services represents a current and growing phenomenon regarding music listening. Demonstrating a stunning effect on the consumption habits of individuals, they also impacted the music industry itself, plagued in the last two decades by the fall in its revenues – a consequence of the widespread practice of piracy. Although the young age segment is the one that uses this type of platform in greater proportion, when they decide to listen to music, the truth is that there are still no considerable studies that analyze the factors inherent to this practice by older generations. That said, and knowing that Generation X has little explored potential in the literature, so far, the objective of this research is reflected in the research question, “What are the differences between Millennials and Generation X in the consumption patterns of music streaming services?” Based on the analysis of the constructs Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Price Value, Habit and Attitude Towards Piracy, the aim was to assess the impact of each on the Intention to Continue Using such services, by both generations under analysis. Through a quantitative study, a questionnaire survey was applied, obtaining a sample consisting of 214 elements of Generation X and Millennials – all of them current consumers of music streaming services.
ABSTRACT: The use of streaming services represents a current and growing phenomenon regarding music listening. Demonstrating a stunning effect on the consumption habits of individuals, they also impacted the music industry itself, plagued in the last two decades by the fall in its revenues – a consequence of the widespread practice of piracy. Although the young age segment is the one that uses this type of platform in greater proportion, when they decide to listen to music, the truth is that there are still no considerable studies that analyze the factors inherent to this practice by older generations. That said, and knowing that Generation X has little explored potential in the literature, so far, the objective of this research is reflected in the research question, “What are the differences between Millennials and Generation X in the consumption patterns of music streaming services?” Based on the analysis of the constructs Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Price Value, Habit and Attitude Towards Piracy, the aim was to assess the impact of each on the Intention to Continue Using such services, by both generations under analysis. Through a quantitative study, a questionnaire survey was applied, obtaining a sample consisting of 214 elements of Generation X and Millennials – all of them current consumers of music streaming services.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Geração X Millennials Serviços de streaming musical Indústria da música UTAUT2 Generation X Music streaming services Music industry
Citation
Rocha, J.M. (2021). Padrões de consumo dos serviços de Streaming musical, por parte dos Millennials e da Geração X. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/14242
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social