Substitutability and complementarity of broadcast radio and music streaming services: The millennial perspective
Substitutability and complementarity of broadcast radio and music streaming services: The millennial perspective
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广播电台和音乐流媒体服务的替代性和互补性：千禧一代的视角
DOI：
10.1177/2050157919856647
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发表时间：
2020
影响因子：
4.9
通讯作者：
Kyung
中科院分区：
文献类型：
--
作者：
Sylvia M. Chan;Rang Wang;Kyung
数字技术重新定义了人们使用音频媒体的方式，特别是对于千禧一代受众群体。面对来自流媒体音乐的挑战，许多广播电台都推出了自己的移动的应用程序，以与Spotify等新的音频服务竞争。在使用和满足概念框架的指导下，本研究采用了一项全国性调查，调查了千禧一代对广播电台及其应用程序和音乐流媒体服务的可替代性和互补性的看法。结果显示，虽然广播听众认为广播电台及其应用程序是类似的产品，但他们认为音乐流媒体服务与两者不同。此外，本研究还探讨了不同认知背后的动机，并确定了信息、逃避现实、娱乐和社交的重要性。研究结果表明，广播电台应该利用移动的技术，通过其应用程序提供独特的价值，而不是复制线下消费体验。
Digital technologies have redefined how people use audio media, especially for the millennial audience segment. Faced with the challenge from streaming music, many broadcast radio stations have launched their own mobile apps to compete with the new audio services such as Spotify. Guided by the uses and gratifications conceptual framework, this study employed a national survey to investigate millennials’ perceptions of the substitutability and complementarity of broadcast radio, its apps, and music streaming services. The results showed that while radio listeners perceived broadcast radio and its apps as similar products, they regarded music streaming services as distinct from the two. In addition, this study examined motivators behind the diverse perceptions and identified information, escapism, entertainment, and socialization as important. The results suggest that radio stations should take advantage of the mobile technology and offer unique values through their apps, rather than duplicate the offline consumption experience.