Music Streaming Characteristics and Consumption Emotion as Determinants of Consumer Satisfaction and Purchase Intention

The present study analyzes consumers perceptions of music streaming and how such might influence customers brand loyalty purchase intent. competitive advantages streaming, widely known for its cost-saving measures, ease use, worldwide accessibility, are carefully reviewed herein. S-O-R Theory commonly employed in psychology studies is applied this to explain the relationship between product characteristics (e.g., price, content quality, functionality, convenience, design) consumer behavior as seen by consumption emotions. This viewed either positive or negative satisfaction intention. data were collected through an online web-based survey questionnaire. One thousand seven (1007) subjects from Indonesia completed survey. Structured Equation Modeling (SEM) was used examine among attributes, satisfaction, Our findings revealed a strong association emotion particular characteristics, whereby exists across all services. design variable most popular function services attributes. suggest that emotions may predict functionality constructions comparison with previous research results. On other hand, only can level and, turn, affect purchasing intent