Causal Factors Influencing College Student’s Willingness to Consume Digital Music Chengdu, China

Shan  Yu; Eksiri  Niyomsilp

doi:10.60027/iarj.2025.282852

Authors

Shan Yu Faculty of Management, Shinawatra University, Thailand https://orcid.org/0009-0002-1273-8603
Eksiri Niyomsilp Faculty of Management, Shinawatra University, Thailand https://orcid.org/0009-0001-9772-8721

DOI:

https://doi.org/10.60027/iarj.2025.282852

Keywords:

College Students’ Willingness, Digital Music Industry, Consumption Factors

Abstract

Background and Aims: Chengdu, an important region in southwest China, is home to numerous colleges where students frequently engage with digital music through mobile devices. This study aims to explore how perceived value and subjective norms influence college students' intentions to consume digital music. Specifically, it seeks to understand whether students' behavioral attitudes and social norms positively affect their willingness to participate in music consumption. Additionally, the study will examine how students' active involvement in music-related activities may further enhance their interest in consuming digital music.

Methodology: It was an applied research method that combines qualitative and quantitative methods as a mixed method, which provides all-around theoretical support for the influencing factors of college students’ digital music consumption, as literature reviews.

Results: It was found that college students’ perceived value, behavioral attitude, subjective norms, and user participation jointly affect their consumption intention by affecting user stickiness and psychological needs. These factors interacted and promoted each other, which together constituted an important factor system affecting college students’ consumption decision-making.

Conclusion: In conclusion the study was conducted by investigating the influencing factors of college students' digital music consumption, which interact and promote each other, and together constitute an important factor system affecting college students' consumption decision-making.

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