Servitization and Value Co-production in the uk music Industry: An empirical study of consumer attitudes




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НазваниеServitization and Value Co-production in the uk music Industry: An empirical study of consumer attitudes
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FIGURE 1

Models of Relationships between Music Consumer Distinctive Attitudes and Music Purchasing (Model 1) and Music Discovery Methods (Model 2)

Model 1

SGO2


SGO1


MON2


MON3


MUSIC PURCHASING

MON4


MON1


MUSIC EXPERIENCE

PRO1


PRO2


PRO3


Products Owners

Service Monthly

Band Fan

Early Adopters

Cautious Consumers

BAN1


BAN2


BAN3


CAU1


CAU2


CAU3


EAR1


EAR2


EAR3


EAR4


EAR5


EAR6


EAR7


BAN4


EXP1


EXP2


EXP3


EXP4


EXP5


Explorative Consumers

EXP6


Service Pay Go

SGO4


SGO3



Model 2

ACT1


PAS1


PAS2


PAS5


PAS6


DISCOVERY METHODS

ACT3


ACT4


ACT5


ACT2


PAS7


PAS4


MUSIC CONSUMERS

Push Methods

Band Fan

Early Adopters

Cautious Consumers

BAN1


BAN2


BAN3


CAU1


CAU2


CAU3


EAR1


EAR2


EAR3


EAR4


EAR5


EAR6


EAR7


BAN4


EXP1


EXP2


EXP3


EXP4


EXP5


Explorative Consumers

EXP6


Value Co-Production

PAS8


PAS3


PAS9


PAS10



Source: Developed by the authors


FIGURE 2

Analysis of the relationship between Music Experience, Music Purchasing and Discovery Methods

MUSIC EXPERIENCE

Early Adopter s/t

Cautious Consumer

Band fan

MUSIC PURCHASING


Service pay go

Product Owner

Service Monthly

Explorative Consumer


+0.533


+0.512


+0.558

+0.298


+0.236


+0.382


+0.011


+0.042


-0.023


+0.325


+0.351


+0.282


MUSIC EXPERIENCE

Early adopter s/t

Cautious co nsumer

Band fan

DISCOVERY METHODS


Value Co-Production

Push Methods

Explorative Consumer


+0.392


+0.469


+0.020


+0.176


+0.185


-0.062


+0.366


+0.356


FIGURE 3

Graph Showing the Behavioural Characteristics Exhibited by Consumers


Source: Developed by the authors
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