Physical or Digital? Factors Drive Consumers to Purchase Digital Music

The development of digital products is booming in recent years because of the mature of entire environment. Among them, digital music should be the spotlight with unexpectedly expending speed. However, most studies of electronic commerce still focus on the field of physical products, but missing the value of digital wave. The purpose here is to explore and complements digital parts. In this study, we constructed the research model based on TRA and extended it with the advantage and disadvantage of intangibility (convenience, perceived risk), some characteristics of digital product (price, variety, trialability), and the factor related to entertainment (perceived playfulness) to predict what are consumer really concerned when they buy digital music.8 hypotheses were supported. Finally, we proved TRA is still a useful theory in the field of digital products.