Music streaming characteristics and emotional consumption as determinants of consumer satisfactions and intention to purchase

The present study analyzes consumers perceptions of music streaming and how such perceptions might influence customers brand loyalty and purchase intent. The competitive advantages of music streaming, widely known for its cost-saving measures, ease of use, and worldwide accessibility, are carefully reviewed herein. The S-O-R Theory commonly employed in psychology studies is applied in this study to explain the relationship between the product characteristics of streaming music (e.g., price, content quality, functionality, convenience, and design) and consumer behavior as seen by consumption emotions. This relationship is viewed as either positive or negative in consumer satisfaction and purchase intention.

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