年轻消费者对外国当代音乐的在线体验式消费行为:精炼刺激-有机体-反应理论中的代际和性别差异

IF 3.9 4区 管理学 Q2 BUSINESS Asia Pacific Journal of Marketing and Logistics Pub Date : 2024-08-28 DOI:10.1108/apjml-01-2024-0125
Wooyang Kim, Hyun Sang An, Donald A. Hantula, Anthony Di Benedetto
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引用次数: 0

摘要

本研究旨在探讨美国市场年轻一代对外国当代音乐在线(即数字音乐流媒体服务)的体验式消费(按代际和性别划分)。作者运用雅各比的精炼刺激-组织-反应(S-O-R)理论,提出了一个体验式消费顺序模型,以更好地理解美国市场年轻一代对外国音乐消费的体验式顺序。所提出的模型采用结构方程模型(SEM),研究了认知渗透作用和层次情感中介作用。研究结果完善的 S-O-R 框架比线性框架更能理解年轻消费者的在线体验式外国音乐消费行为。此外,分层排序的情感有机行为对于增强年轻消费者的在线音乐消费体验以调节后续行为反应至关重要。此外,年轻消费者在体验式消费过程中存在性别差异,但不存在代际差异。然而,影响体验式消费的S-O-R因素的强度似乎在性别和代际上同时存在特异性。 研究建议国外音乐流媒体服务通过关注年轻消费者的心理所有权和定制体验来提高盈利能力,鼓励从免费订阅向高级订阅转变。此外,研究结果还建议采用AR、VR和MR等技术进行虚拟体验,以提高参与度,为年轻消费者创造独特的情感共鸣体验,从而促进更有利可图的商业模式。 原创性/价值作者通过将雅各比完善的S-O-R框架应用于在线流媒体的外国音乐消费,解决了与年轻一代相关的研究不足的问题。这种方法深入研究了一个较少被探索的消费者行为框架,突出了年轻一代的音乐趋势。该模型揭示了认知和情感的作用,与传统的线性 S-O-R 模型相比具有优势。它还独特地将代际和性别的调节作用纳入了音乐消费研究,填补了音乐相关研究的空白。
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Young consumers' online experiential consumption behavior of foreign contemporary music: generational and gender differences in the refined stimulus-organism-response theory

Purpose

This study aims to examine the younger generations’ experiential consumption of foreign contemporary music online (i.e. digital music streaming services) by generation and gender in the US market.

Design/methodology/approach

The author proposes a sequential experiential consumption model by applying Jacoby’s refined stimulus-organism-response (S-O-R) theory to better understand the experiential sequences in foreign music consumption among young generations in the US market. The proposed model, using structural equation modeling (SEM), examines a cognitive permeable role and a hierarchical affective mediating role. Also, moderating roles of generation and gender are simultaneously tested in overall and specific causal relationships.

Findings

The refined S-O-R framework is superior to a linear one in better understanding young consumers’ online experiential foreign music consumption behavior. Moreover, hierarchical sequenced affective organismic behavior is crucial to enhance young consumers’ online music consumption experiences to regulate subsequent behavioral responses. Furthermore, gender differences but no generational differences exist in the experiential consumption process among young consumers. Nevertheless, the strength of S-O-R factors affecting experiential consumption seems idiosyncratic simultaneously in gender and generation.

Practical implications

The study suggests foreign music streaming services boost profitability by focusing on young consumers' psychological ownership and tailored experiences, encouraging a shift from freemium to premium subscriptions. Also, the findings recommend adopting phygital experiences using technologies like AR, VR and MR to enhance engagement and create unique, emotionally resonant experiences for young consumers, thus fostering a more profitable business model.

Originality/value

The authors address under-researched topics relevant to young generations by applying Jacoby’s refined S-O-R framework to foreign music consumption through online streaming. This approach delves into a lesser-explored consumer behavior framework, highlighting young generations’ musical trends. The model reveals cognitive and affective roles, offering advantages over traditional linear S-O-R models. It also uniquely incorporates the moderating effects of generation and gender in music consumption studies, addressing a gap in music-related studies.

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来源期刊
CiteScore
7.90
自引率
18.90%
发文量
96
期刊介绍: The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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