The effect of psychological ownership on customer behaviors in music streaming service context

Abstract

The digital revolution significantly altered how people engage with music, establishing Music Streaming Services (MSS) as key players in the booming music industry. This investigation looks into the impact of Psychological Ownership (PO) on customer behavior in the MSS landscape. PO, which is based on control perceptions and emotional connection, emerges as a key predictor of consumer responses. This study examines the intricate ways in which PO shapes critical customer behaviors, such as continued usage, willingness to pay more, word-of-mouth promotion, and resistance to competitive alternatives. By adopting a mixed-methods methodology, this study aims to gather and analyze both qualitative and quantitative data to provide a more comprehensive understanding of the intricate relationship between psychological ownership and customer behaviors in the context of music streaming services. The research framework is tested using a two-stage approach with a structural equation model. Six Vietnamese participants participated in a qualitative focus group interview, which was first used to examine the complex effects of Psychological Ownership on user behavior. Subsequently, a quantitative step involved the distribution of a survey that resulted in 371 valid responses, thereby validating the association between Antecedents, Psychological Ownership, and Customer Behaviors. Our research advances academic understanding while also providing practical recommendations for improving user experiences and strengthening customer loyalty in the changing world of digital music consumption. Given the music industry’s popularity, more research is needed to better understand the impact of Psychological Ownership on customer behavior, providing actionable information for both MSS providers and marketers.