Download or stream? Steal or buy? Developing a typology of today's music consumer

This paper explores the impact that recent transformations in digital music technology (e.g. the increasing popularity of legal streaming platforms) have had on the consumer experience. Following 35 in‐depth qualitative interviews, we have identified four key segments of contemporary music consumers (steadfast pirates, ex‐downloaders, mixed tapes and the old schoolers [the disengaged]) based on a continuum of their preference for illegal music piracy. Examining key themes (e.g. morality, format, value and identity investment) to distinguish each segment, we contribute to a fragmented music piracy literature in particular through the identification of the “ex‐downloaders” and “mixed tape” segments. Previous literature has tended to frame music piracy in very simplistic terms, failing to acknowledge a large number of consumers who are conflicted about their actions and rationalise their piracy in complicated and inconsistent ways related to the broader industry and their own sense of identity as a music consumer. Additionally, the discussion of the ex‐downloader segment provides significant evidence that for a large number of consumers, a policy of participation, in the shape of providing superior alternatives for legal digital music consumption, can be much more beneficial in tackling the problem of piracy than previous strategies of policing and coercion. Managerial and future research implications are discussed. Copyright © 2015 John Wiley & Sons, Ltd.     

Does habit strength moderate the intention–behaviour relationship in the Theory of Planned Behaviour? The case of fruit consumption

The present study examined if habit strength moderated the influence of intention on fruit consumption in a Dutch adult sample (N?=?521, 46.3% males, mean age?=?34.50, SD?=?10.87), using the theoretical relations of the Theory of Planned Behaviour (TPB). TPB variables and habit strength were assessed at baseline. Fruit consumption was assessed with a validated questionnaire five weeks later. Three groups were created: low habit strength (n?=?180), medium habit strength (n?=?185) and high habit strength (n?=?156). Confirmatory factor analyses and multi-group path analyses were performed using AMOS 4.0. A good fit was obtained for the overall measurement model and the structural models. Multi-group path analyses showed that intention was a significant predictor of fruit consumption in the low habit (β?=?0.36, p?<?0.001) and medium habit group (β?=?0.30, p?<?0.001), but a non-significant predictor in the high habit group (β?=?0.05, p?=?0.596). Implications for information-based and motivation-based interventions are discussed.     

直播营销中社会临场感对线上从众消费的影响及作用机理研究——行为与神经生理视角

研究以直播营销为背景, 引入产生于通讯领域的社会临场感概念, 在文献归纳分析的基础上首先探讨直播营销环境下社会临场感的内涵和构成; 之后基于从众消费理论通过行为实验的方法探究直播营销中社会临场感影响线上从众消费的认知机制; 进一步, 根据社会临场感理论探讨自我建构和消费者-主播关系强度在此过程中的调节作用; 最后基于社会助长理论, 利用神经科学方法客观性和“过程测量”的优势探索直播营销中社会临场感影响线上从众的情感机制。研究将揭示社会临场感影响线上从众消费行为的机理, 为直播播主和电商卖家提供指导的同时, 帮助消费者了解自我, 以做出更理性的消费决策。