With the rapid development and penetration of music streaming services, more and more service providers have sought to seize market opportunities. How to maintain a strong subscription base thus becomes a challenge. This study draws on the service-dominant logic to explore the influence of platform attributes and content attributes on service experience and value co-creation, two of the key determinants that lead to continuance intention for online music streaming services through satisfaction. Research findings show that perceived ease of use, social presence, and content richness positively influence service experience, and that perceived ease of use and content richness positively lead to value co-creation. It was also found that positive relationship exists between value co-creation and service experience. Moreover, service experience and value co-creation positively contribute to subscribers’ continuance intentions through user satisfaction. Based on research findings, research implications and suggestions for future research are discussed.
Wang, Kai; Huang, Shih-Ting; and Tai, Chi-Feng, "Role of Service Experience and Value Co- Creation in Determining Music Streaming Service Continuance" (2017). PACIS 2017 Proceedings. 250.