PACIS 2021 Proceedings

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Music streaming services have great growth in the past decade with the good development of music streaming functions and social computing. As the main method of consuming music, music playlists contribute more than one-third of the user’s listening time. However, a lack of research examines the motivations of making music playlists when it comes to social influence. Therefore, in this paper, we draw on social value orientation (SVO) theory and literature from online communities and user-generated content, investigate drivers of making personal music playlists from cooperative, individual, and competitive perspectives. To validate the research, data will be collected from a music streaming platform.



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