Study of the Intention to Purchase Premium Packages on Online Music Streaming Platforms Among Gen Z Consumers in Ho Chi Minh City: Evaluating the Impact of Perceived Value, Perceived Usefulness, Perceived Enjoyment, Subjective Norms, Perceived Risk, Trust, and Attitude

Abstract

Online music streaming platforms are becoming increasingly popular and attracting a significant number of young users. Premium packages are specifically designed to offer optimal experiences and meet users’ personalization needs. This study aims to investigate how factors such as “Perceived Value (PV), Perceived Usefulness (PU), Perceived Enjoyment (PE), Subjective Norms (SN), Perceived Risk (PR), Trust (TR), and Attitude (AT)” influence the Intention to Purchase premium packages on online music streaming platforms among Gen Z consumers in Ho Chi Minh City. The study surveyed 358 participants who are users of online music streaming platforms. The results indicate that PV, PE, SN, and AT have a positive impact on Purchase Intention (PI). Based on these findings, our team has proposed several implications to suggest directions for improvement, appropriate development strategies, enhancing operational efficiency, and increasing the platforms’ appeal to the youth demographic in Ho Chi Minh City