Pricing of Content Services – An Empirical Investigation of Music as a Service

Authors

Jonathan Doerr, Ludwig-Maximilians-University Munich School of Management Institute for Information Systems and New MediaFollow
Alexander Benlian, Ludwig-Maximilians-University Munich School of Management Institute for Information Systems and New MediaFollow
Johannes Vetter, Ludwig-Maximilians-University Munich School of Management Institute for Information Systems and New MediaFollow
Thomas Hess, Ludwig-Maximilians-University Munich School of Management Institute for Information Systems and New MediaFollow

Abstract

In the last years new concepts of digital music distribution have been developed. One of them is Music as a Service, which provides music streaming over the internet as a service - without transferring ownership for the content. This differentiates Music as a Service from Download to Own, which is used by music download platforms predominantly and is the most widely studied concept in academic research. The aim of this paper is to receive first research implications about customers’ attitudes towards MaaS.

Based on an empirical survey of 132 Music as a Service users, this research explores the effects of product configurations on consumers’ utility and their willingness to pay (WTP) for premium offers. We can show that next to price, contract duration and music quality as the most important product attributes, there is a high WTP for overcoming insufficient mobile internet coverage.

Recommended Citation

Doerr, Jonathan; Benlian, Alexander; Vetter, Johannes; and Hess, Thomas, "Pricing of Content Services – An Empirical Investigation of Music as a Service" (2010). AMCIS 2010 Proceedings. 36.
https://aisel.aisnet.org/amcis2010/36