TY - THES A1 - Obry, Yannick T1 - Music Streaming Adaption – Drivers of Behavioral Intention N2 - Music consumption and distribution has changed drastically in the last twenty years due to digitalization. Instead of buying music products, like CDs or even downloaded digital music files, today music is predominantly distributed via online music streaming. Therefore, it is mandatory for the music industry as well as researchers to determine which factors are affecting consumers intention to use music streaming services. This study aims to investigate drivers of Behavioral Intention (BI) to use a music streaming service. Particularly, aspects of social preferences in the context of music streaming will be explored. Therefore, a research model is created, based on the Value-based Adoption Model (VAM) (Kim et al., 2007) with an extension to take social factors into account. An online questionnaire with 102 participants was conducted to test the research model and the corresponding hypotheses. In order to evaluate reliable indications, some adjustments needed to be made resulting in a corrected research model. The final independent variables of the corrected model are Perceived Value (PV) (which is composed of Perceived Usefulness (PU) and Perceived Enjoyment (PE)), Perceived Ease of Use (PEU), Perceived Price Value (PPV), Facilitating Conditions (FC), Perceived Fairness (PF), Social Connectivity (SC), and Peer-Effects (PFX). The empirical results show that Perceived Value (PV), Perceived Price Value (PPV), and Perceived Fairness (PF) are determinants of consumers Behavioral Intention (BI) to use a music streaming service. KW - Bachelor KW - SoSe23 Y1 - 2023 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:hbz:due62-opus-41326 CY - Düsseldorf ER -