Factors Affecting Consumers’ Intention to Use Online Music Service and Customer Satisfaction in South Korea

Abstract: This study aims to investigate factors that affect consumers’ behavioral intentions to use online music services and the extent to which users of these services are satisfied with their experience. It also seeks to clarify the relationship between customer satisfaction and repurchase intention. The research framework of this thesis is built from the extended united theory of acceptance and use of technology (UTAUT2), and the data from an online survey in South Korea was analyzed using SPSS. The study suggests that the most important factors among users of these services are usefulness, hedonic pleasure, and price value. Customers will be satisfied with the service if they believe that it provides useful functions and amusement, and satisfied customers are likely to purchase the service again. It should be possible to efficiently use the results of this research to establish consumer-centric and efficient marketing strategies within aspects of the online music business and to better understand the behavior of consumers when using these services.