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IP Outreach Research > IP Crime

Reference

Title: Music Purchase Behaviour: The Effect of Emotional Loyalty on Intention to Purchase
Author: Rhys Sarri and Judy Drennan [Queensland University of Technology]
Source:

ANZMAC Conference Proceedings
http://smib.vuw.ac.nz:8081/WWW/ANZMAC2006/documents/Sarri_Rhys.pdf
Year: 2006

Details

Subject/Type: Piracy
Focus: Music
Country/Territory: Australia
Objective: To explore the influence of emotional loyalty on music purchase behaviour.
Sample: 15 young people (18-30 years old) with experience in both music downloading “free of charge” and paying for music
Methodology: Fifteen 30-minute semi-structured interviews at bars, parties and cinemas

Main Findings

Consumers who are emotionally loyal to an artist are more inclined to purchase the artist's music than to download it "free of charge". Consumers who do not feel an emotional attachment to an artist usually do not intend to purchase that artist's music.

[Date Added: Aug 12, 2008 ]

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