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Buying music and/or illegal music file-­sharing: an exploration of user motivations.

Boekbijdrage - Boekhoofdstuk Conferentiebijdrage

Since the rise of Napster in 1999, file-­sharing networks have gained immense popularity. Many users employ these networks to share copyright protected content. Hence, given the drop in music sales since 1999-­2001, many hold those peer-­to­-peer networks responsible. Proponents of file-­sharing believe the drop is mainly due to other factors, while file-­sharing can also be beneficial for the music industry.
The effect of file-­sharing on music purchase behavior has already been studied several times. There is, however, no consensus reached yet. Depending on the chosen methodology and research population, some find a negative effect on buying behavior, and others find a positive or no significant effect.
Drawing on the Uses-­ and Gratifications theory, we approach file-­sharing bottom­-up and explore file-­sharers' motivations. We think, if one wants to study the effect of file-sharing on buying behavior, there first is a need to understand why the consumer downloads music illegally. Therefore, our main goal is to gain better insight into the perspective of the file-­-sharer.
We carried out a small-­scale online survey (2011) in which we questioned 134 Flemish respondents of 18-­30 year, followed by 10 in-­depth interviews.
We find that cost is not the only important motivation for file­-sharing. Convenience, discovery of music and sampling are key motivations too. Recent music streaming services (launched in Belgium after our study) respond to these motivations, which might explain their success. We also find that the relationship between file--sharing and buying behavior isn't univocal. Some respondents indicate file--sharing substitutes music purchases, others indicate file­-sharing and buying go hand in hand. Depending on the consumer and/or the context, file- sharing can have a negative, a positive or no effect on buying behavior.
Our results suggest the music industry should respond better to consumer's needs in order to decrease illegal file-­sharing. Current streaming services are already a step forward.
Boek: IAMCR Emerging Scholars Network (ESN) section, 25-29 June 2013, Dublin, Ireland
Series: Crises, ‘Creative Destruction’ and the Global Power and Communication Orders: Papers presented at the 2013 conference of the International Association for Media and Communication Research.
Aantal pagina's: 27
ISBN:978-9974-8067-3-3
Jaar van publicatie:2013
Trefwoorden:File sharing
  • ORCID: /0000-0002-9077-6229/work/65620476