Decision Making Model for Online Music Service Users

  • Ayako Hiramatsu
  • Takahiro Yamasaki
  • Kazuo Nose
Part of the IFIP – The International Federation for Information Processing book series (IFIPAICT, volume 286)


This paper describes a consumer behavior model for online shopping, especially online music services, because they are the most popular online shopping service in Japan. Based on Howard’s consumer decision model, questionnaires about decision making for online music services were given to 282 students. The questionnaire results show that almost 90% of respondents have downloaded from online music services, and high school students use such services slightly more than university students. This paper analyzes the questionnaire results by structure equation modeling and examines the relationships between the factors in Howard’s model.


Structural Equation Modeling Technology Acceptance Model Questionnaire Result Sound Quality Brand Recognition 
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Copyright information

© International Federation for Information Processing 2008

Authors and Affiliations

  • Ayako Hiramatsu
    • 1
  • Takahiro Yamasaki
    • 1
  • Kazuo Nose
    • 1
  1. 1.Osaka Sangyo UniversityOsakaJapan

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