Factors affecting purchase intention in the paid music streaming services in Ho Chi Minh City, 2022

HO CHI MINH UNIVERSITY OF BANKING

PHAM LE QUYNH HOA

FACTORS AFFECTING

THE CUSTOMER’S PURCHASE INTENTION

IN THE PAID MUSIC STREAMING SERVICES

IN HO CHI MINH CITY

GRADUATION THESIS

Major: BUSINESS ADMINISTRATION

Code: 7 34 01 01

HO CHI MINH CITY - 2022

MINISTRY OF EDUCATION AND TRAINING STATE BANK OF VIETNAM

HO CHI MINH UNIVERSITY OF BANKING

FACTORS AFFECTING

THE CUSTOMER’S PURCHASE INTENTION

IN THE PAID MUSIC STREAMING SERVICES

IN HO CHI MINH CITY

GRADUATION THESIS

MAJOR: BUSINESS ADMINISTRATION

CODE: 7 34 01 01

Instructor: PhD. PHAM THI HOA

HO CHI MINH CITY - 2022

MINISTRY OF EDUCATION AND TRAINING STATE BANK OF VIETNAM

Student's name: PHAM LE QUYNH HOA

Student’s ID: 050606180118

Class: HQ6-GE08

TÓM TẮT

Dưới sự phát triển không ngừng của nền kinh tế, cơ hội việc làm ngày càng mở

rộng, việc lựa chọn công việc phù hợp với chuyên môn được đào tạo là đề tài thu

hút sự quan tâm của sinh viên sắp tốt nghiệp nói riêng và xã hội nói chung.

Trong quá trình lựa chọn một ứng dụng để nghe nhạc, khách hàng quan tâm đến rất

nhiều yếu tố. Ngoài những quan tâm ứng dụng phải đáp ứng nhu cầu cơ bản là nghe

nhạc và thư giãn, khách hàng còn quan tâm đến nhiều yếu tố hơn như về giá cả, tính

năng, độ bảo mật thông tin khách hàng. Do vậy, các tổ chức doanh nghiệp luôn đưa

ra những chiến lược kinh doanh nhằm tác động, thúc đẩy đến ý định mua dịch vụ

của khách hàng.

Tác giả thực hiện đề tài “Yếu tố ảnh hưởng đến ý định mua nhạc trực tuyến có trả

phí của khách hàng tại thành phố Hồ Chí Minh” nhằm mục tiêu: (1) Xác định các

yếu tố ảnh hưởng đến ý định mua nhạc trực tuyến có trả phí của khách hàng tại

thành phố Hồ Chí Minh; (2) Đo lường mức độ ảnh hưởng của các yếu tố ảnh hưởng

đến ý định mua nhạc trực tuyến có trả phí của khách hàng tại thành phố Hồ Chí

Minh; (3) Đề xuất một số hàm ý quản trị cho doanh nghiệp nhằm giúp doanh

nghiệp có định hướng phù hợp trong quá trình lên kế hoạch tuyển dụng nhằm thức

đẩy tỷ lệ khách trả tiền cho dịch vụ nghe nhạc trực tuyến. Trong quá trình nghiên

cứu để đạt được kết quả này, tác giả đã đưa ra một mô hình nghiên cứu đề xuất

được phát triển dựa trên tổng quan tài liệu và kế thừa mô hình TPB đồng thời hiệu

chỉnh một số yếu tố cho phù hợp với bối cảnh nghiên cứu và người tiêu dùng tại

Việt Nam. Quy trình nghiên cứu được thực hiện qua ba bước: một là xây dựng biến,

hai là đánh giá sơ bộ và ba là đánh giá chính thức. Kết quả nghiên cứu cho thấy các

yếu tố như: Intrinsic Rewards, Extrinsic Rewards, Identity Sailience, Psychology

Ownership có tác động thuận chiều đến ý định mua của khách hàng và các yếu tố

mang tính rủi ro như Finance Risk, Product Risk, Security Risk, Time Risk tác động

ngược chiều đến ý định mua dịch vụ của khách hàng.

ABSTRACT

Modern society is developing day by day, people's needs are increasing day by day.

Besides basic needs such as eating, drinking, working, etc., entertainment needs are

also an essential thing in people's daily lives. And music is also one of them, today's

music has become an important part of daily life and listening to music online is an

inevitable trend in the age of technology.

In the process of choosing an application to listen to music, customers pay attention

to many factors. In addition to the application concerns that must meet the basic

needs of listening to music and relaxing, customers are also interested in more

factors such as price, features, customer information security. Therefore, business

organizations always come up with business strategies to influence and promote

customers' intention to buy services.

The author conducts the topic " Factors Affecting The Customer‘s Purchase

Intention In The Paid Music Streaming Services In Ho Chi Minh City" with the aim

of: (1) Determining the factors affecting the intention to buy paid music streaming

services by customers in Ho Chi Minh City; (2) Measuring the influence of factors

affecting the intention to buy paid music streaming services by customers in Ho Chi

Minh City; (3) Proposing some managerial implications for businesses to help

businesses have appropriate orientation in the recruitment planning process in order

to promote the rate of paying customers for online music services.

In the research process to achieve this result, the author has come up with a

proposed research model developed based on the literature review and inherited the

TPB model and adjusted some factors accordingly. research context and consumers

in Vietnam. The research process is carried out through three steps: one is the

construction of the variable, the second is the preliminary assessment and the third

is the formal assessment. Research results show that factors such as Intrinsic

Rewards, Extrinsic Rewards, Identity Sailience, Psychology Ownership have a

positive impact on customers' purchase intention and risk factors such as Finance

Risk, Product Risk, Security Risk, Time Risk have negative effects on customers'

intention to buy services.

The research process is carried out through three steps: one is the construction of

the variable, the second is the preliminary assessment and the third is the formal

assessment. Next, individual in-depth interviews and group interviews were

conducted to explore and develop observed variables used in the measurement of

research concepts and to build theoretical models for research. Information

collection is done through discussion between selected subjects and researchers,

based on the outline outlined in advance. This study is based on the application of

techniques such as Crobach‘s Alpha reliability factor testing, EFA discovery factor

analysis, SEM linear structure model and Bartlett's test. Information was collected

by questionnaires to survey the opinions of customer in Ho Chi Minh City.

According to the results of this study, personal opinion is measured by 5 observed

variables (or 5 criteria). Social support is measured by 4 observed variables.

Academic achievement is measured by 5 observed variables. Internship experience

is measured by 4 observed variables. Financial expectations are measured by four

observed variables. Organizational brand is measured by 3 observed variables. And

finally, the student's intention to apply is measured by 3 observed variables.

The results of the measurement models show that, after adding and adjusting, the

scales achieve reliability and allowable value.

There are three main limitations in this study. First, this essay was only done at the

Banking University of Ho Chi Minh City. Secondly, This study only considers 8

influencing factors, but there are many other factors that can affect customers'

intention to purchase MAAS. Lastly, when responding to a survey, the respondents

may answer honestly or lack interest, leading to a big impact on the research results.

DECLARATION

My name is Pham Le Quynh Hoa, a student in class HQ6-GE08, majoring in

Business Administration with high quality training, Banking University of Ho Chi

Minh City. Ho Chi Minh.

I declare: ―This thesis has not been submitted for a degree at any university. This

thesis is the author's own research work under the guidance of lecturers, the

research results are honest, in which there are no previously published contents or

contents made by others. except for citations that are fully cited in the thesis.‖

Ho Chi Minh City, November 22nd, 2022

Thesis‘s Author

Pham Le Quynh Hoa

ACKNOWLEDGEMENT

First and foremost, I would like to express my heartfelt gratitude to my supervisor,

Dr. Pham Thi Hoa, for providing me with important information as well as good

recommendations for my bachelor's thesis, as well as for his patience, enthusiasm,

and inspiration. Furthermore, I am grateful to not just the professors and lecturers

from Ho Chi Minh University of Banking who supplied me with vital

information and skills throughout my time there. Last but not least, I also want to

thank the examiners for devoting their significant time to reviewing my thesis.