About this document
Perceived Value in Thai Music Streaming by hasrunafandi is a document available to read on EtoBox.
This study investigates the factors influencing perceived value and purchase intention towards music streaming services in Thailand, utilizing an extended technology acceptance model. It finds that perceived usefulness, ease of use, and enjoyment positively correlate with perceived value, which in turn affects satisfaction and continuance intention, but not significantly purchase intention. The research highlights the unique challenges in the Thai market, including language barriers and local content availa
- Author
- hasrunafandi
- Language
- EN