Intention of use and recommendation of music streaming platforms among university students
DOI:
https://doi.org/10.24054/face.v26i1.4440Keywords:
streaming services, UTAUT, intention to use, intention to recommend, consumer behaviorAbstract
This study aims to analyze the factors that influence the decision to use and recommend streaming services thru the Unified Theory of Acceptance and Use of Technology among university students of FEPZM-UASLP. The research addresses the need to understand digital consumer behavior in a highly competitive market, relevant for the design of effective commercial strategies. In the methodology, a quantitative, descriptive, and correlational approach was employed, with a cross-sectional design. The sample consisted of 299 students. A self-administered survey was applied, which evaluated performance and effort expectations, social influence, facilitating conditions, hedonic motivation, price and value, habit, freemium-premium adjustment, participation, personalization, and attitude toward piracy, as well as behavioral intention of use and recommendation. The data were analyzed using descriptive and correlational statistics. The results indicate positive relationships between the model factors and behavioral intention, highlighting the influence of perceived value and habit. Conclusion: The main contribution lies in providing empirical evidence on the determinants of digital consumption among university students
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Copyright (c) 2026 Sanjuana Edith Grimaldo-Reyes; Ángel David González-Verde; Héctor López-Gama; Rosa Isela Urbiola-Rodríguez
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