| dc.description.abstract | Over the last decades, the music industry has harmed by free MP3 download on in website. Consumers not only use the download site P2P (peer to peer) but also other ways to exchange music. And those have been impacting on the sales of physical album. People are still thinking about how to deal with this difficulty. Because the speed of Internet is getting faster and faster, there is a new kind of business model appearing: Online streaming music service, which is a concept of rent music. Subscribers can just pay the fixed monthly fee, and then they can unlimitedly enjoy the music of database. The original author can authorize vendors to offer online streaming music through charging them the property right fee. And the vendors can earn profit from monthly fee of membership and let advertiser publish commercial on website. This way can benefit all three parts, and it also makes industry revive.
However, the proportion of using pirated music in 2012 is still around 85%, it means that the people using the online streaming music is still not enough. MP3 users still intend to listen to pirated music, taking the risk to break the law. And it indeed damages original authors and record companies. They aren’t willing to choose higher quality, online streaming music service, to enjoy music. This kind of issue is similar to the theoretical description of the status quo bias: ＂Users stick at the previous options, even if there is a better one.＂
In this study, the total number of questionnaire is 308 that were collected on Internet. 292 of them are valid (response rate 94%). In this study, we used structural equation to analyze data, and the results showed that reliability and validity of the measurement model are good. In terms of the test of verifying the hypothesis are that: First, inertia, switching costs, cognitive benefits, social norms and the cost for the loss of performance have a significant impact on the attitude of resistance. Second, cost of uncertainty does not have a significant impact on the attitude of resistance. Third, the moderator of gender between the cost of the loss of performance and cost uncertainty is obvious.
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