December 2024
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32 Reads
Soft Computing
Music has become a part of many people's lives. Early adopters used to buy tapes or CDs to listen to music, which were difficult to preserve and easily damaged. With the digital transfor-mation of the industry, users nowadays can listen to various genres/styles of music online through digital music platforms at any time. As the types and styles of music are numerous, some digital music platforms have begun to consider providing more diverse ways of delivering music listening services. For example, various music classification systems allows users to easily find all albums by the same singer; different styles of music streaming services save users time in searching for songs of the same type; and the ability to share playlists allows users to share their listening playlists with family and friends. This service model increases peer discussion topics and exposure to albums, songs, and singers. The study summarizes the driving factors influencing the adoption of digital music subscription services using expert interviews and literature reviews. The study outlines four adoption-driving dimensions (service benefits, service efficiency, behavioral attribution, and adoption intention) and 16 evaluation criteria. Besides, this study integrates Desire and Satisfaction Analysis (DSA) and Network Relation Map (NRM) to propose a DSA-NRM analysis to evaluate the adoption strategy and optimal development path for digital music subscription services. Based on the four quadrants of music subscription services, this study proposes four selected strategies (attention strategy, sustainment strategy, adjustment strategy, and focus strategy). The research results show that the SB (service benefits) aspect has high desire and low satisfaction and can adopt selected strategy D (focus Strategy). The AI (adoption intention) aspect is an aspect with intense desire and low satisfaction and can use strategy C (adjustment strategy) chosen. The AI (adoption intention) aspect can dominate other aspects, and the SE (service effectiveness) can be dominated by different aspects.