دانلود رایگان مقاله مالکیت روانشناختی و مصرف جریان موسیقی

abstract

Streaming is becoming the most common format from which people access, share and listen to music and it is suggested that such practices are indicative of a shift towards a ‘post-ownership’ economy. In the case of music, consumers may place greater value (emotional and monetary) on the physical product because of the lack of legal ownership and/or absence of perceived ownership associated with streaming. This article examines how experiences of ownership are articulated through music streaming formats via qualitative interviews and an online themed discussion group. Drawing from psychological ownership theory we identify motivations (place, identity and control), antecedents (investing the self, coming to intimately know the target, pride and controlling the target) and outcomes (loyalty, empowerment and social rewards) of psychological ownership that are evident in the consumers' experiences of music streaming. This has theoretical and managerial implications for our understanding of how consumers engage with the post-ownership economy.

5. Discussion

This paper explored perceptions of ownership in a post-ownership/ sharing economy using music streaming consumption as a focus. To the best of our knowledge only Weijters, Goedertier, and Verstreken (2014) and Sinclair and Green (2016) have investigated this context from a marketing or consumer research perspective and these studies mostly focused on streaming in the context of music piracy. The findings contribute to our understanding of how and in what ways the experience of streaming music impacts on consumer perceptions of ownership and more importantly offers insight into the outcomes of such experiences. This has implications for our understanding of how consumers engage with the post-ownership/sharing economy from both theoretical and managerial perspectives.