By adopting a mixed-methods methodology, thisstudy aims to gather and analyze both qualitative and quantitative data to provide a more comprehensive understanding of the intricate relati
INTRODUCTION
Research background and statement of the problem
The music industry has undergone significant transformation due to digitalization and the rise of streaming services like Spotify, YouTube Music, and Apple Music Despite a 4.7% decline in physical revenue and a 10.1% drop in performance rights revenue during the COVID-19 pandemic, streaming revenues surged, leading to a 7.4% increase in global recorded music revenues in 2020 Streaming, which includes both paid subscriptions and ad-supported services, generated $13.4 billion, representing 62.1% of total global revenues (IFPI Global Music Report 2021) According to the IFPI Global Music Report 2023, the global recorded music market grew by 9.0%, reaching $26.2 billion This growth trend is mirrored in Vietnam, where internet usage has soared, with 77.93 million users by early 2023, and 49.2% using the internet for music, averaging 1 hour and 12 minutes of daily listening (Kemp, 2023) Music streaming services are significantly impacting the Vietnamese music industry, aligning with global trends and benefiting both listeners and industry players.
The digital ownership model requires consumers to pay extra for individual music titles, while the streaming model provides unlimited access to a vast array of content for a fixed monthly fee, marking a significant departure from traditional models like Apple’s iTunes (Datta et al., 2018; Wikstrom, 2012) This shift from ownership to streaming is evident across various industries, including movies, games, and books Although recent studies highlight the loss of perceived ownership due to digital transitions in music consumption (Bartmanski & Woodward, 2015; Fox, 2004), qualitative research by Sinclair and Tinson (2017) indicates that users of streaming services still experience a sense of "psychological ownership" (Pierce et al., 2001, 2003).
Psychological ownership refers to the feelings of ownership that individuals experience toward both tangible and intangible objects, even without legal rights (Pierce et al., 2001; Pierce et al., 2003) According to Pierce et al (2001, 2003), there are three main pathways that foster these feelings: personal investment in the object, a deep familiarity with it, and the ability to control it Various marketing studies have provided empirical support for these antecedents of psychological ownership (Atasoy & Morewedge, 2018; Fuchs et al., 2010; Kamleitner).
Recent studies have highlighted the significant role of psychological ownership in influencing workplace motives, attitudes, and behaviors (Dawkins et al., 2017; Van Dyne and Pierce, 2004) While traditionally examined within organizational literature, this concept has gained traction in marketing research, revealing its impact on consumer perceptions and behaviors (Atasoy & Morewedge, 2018; Jussila et al., 2015) Research indicates that psychological ownership affects customer satisfaction, word-of-mouth communication, competitive resistance, loyalty, and willingness to pay (Asatryan & Oh, 2008; Brasel et al., 2013).
& Gips, 2013; Fuchs et al., 2010; Kirk et al., 2015; Peck & Shu, 2009; Peck & Shu,
Research indicates that consumers can develop feelings of ownership toward digital products; however, studies suggest that these feelings are often weaker compared to physical items due to a diminished sense of control Consequently, there is a need for more empirical evidence, especially regarding the psychological ownership of services.
This study investigates consumer psychological ownership in music streaming services, focusing on how antecedents influence consumers' sense of ownership and the impact of psychological ownership on both in-role and extra-role behaviors Building on Zhao et al (2016), we propose a positive relationship between psychological ownership and customer in-role behaviors, while also extending our research model to include extra-role behaviors Previous research by Pierce et al (1991) supports a significant positive correlation between extra-role and in-role behaviors linked to psychological ownership Additionally, this paper addresses key research questions based on the psychological ownership theory established by Pierce et al (2001, 2003) and Li et al (2021).
1 What is the extent of influence exerted by each antecedent factor in shaping Psychological Ownership (PO) in the context of Music Streaming Service (MSS)?
2 In the Music Streaming Service (MSS) context, which elements of in-role and extra-role customer relationship paths - such as continuance usage, willingness to pay more, word-of-mouth, and competitive resistance - are most influenced by Psychological Ownership (PO)?
3 How much effect does the amount of Psychological Ownership (PO) have on the continued usage behavior of Music Streaming Service (MSS) members?
4 What is the nature of the link in the context of MSS between Psychological Ownership (PO) and customers' willingness to pay more for premium services or subscriptions?
5 How does Psychological Ownership (PO) affect users' willingness to engage in word-of-mouth promotion and recommend their chosen MSS platform to others?
6 How much does MSS users' unwillingness to switch to competing platforms rely on their sense of Psychological Ownership (PO)?
Our research focuses on the connection between Psychological Ownership (PO) and customer behavior in music streaming services By conducting empirical studies and critical inquiries, we aim to illuminate underexplored aspects of this relationship, enhancing both academic understanding and providing valuable insights for industry stakeholders.
Research objectives
This research aims to explore the relationships between three key factors: Antecedents of Psychological Ownership (PO), Psychological Ownership itself, and their influence on Customer In-role and Extra-role Behaviors The study seeks to answer specific inquiries to deepen the understanding of these dynamics.
1 Analyze and determine the degree of each factor of antecedents affecting Psychological Ownership (PO).
2 Verify the model and impact of Psychological Ownership (PO) on two customer relationship predictor paths (in- and extra-role) and its components.
3 Provide theoretical and practical information for businesses in the music industries to enhance marketing effectiveness as well as enhance customer purchase behaviors.
4 Provide theoretical and practical information for businesses as well as marketers to effectively operate these relationships thereby offering more productive marketing strategies attracting music streaming users, strengthening psychological ownership effectiveness, and fostering the expansion of both customer in-role and extra-role behaviors.
Research objects
— Research subjects: Influence scale of psychological ownership on music streaming service consumption behavior.
- Participants: Students studying in Ho Chi Minh City have a sense of ownership towards music streaming services.
- About space: This survey was conducted in Ho Chi Minh City, Vietnam.
- About time: Data was collected over 1 month in 2023 (from October to November 2023).
Research method
This study aims to assess the influence of psychological ownership (PO) on customer behaviors within music streaming services through a mixed-methods approach It began with a qualitative focus group interview involving six Vietnamese participants, utilizing open-ended questions to explore the intricate effects of PO on user behavior This was followed by a quantitative phase, where a survey was distributed across platforms like Facebook, Zalo, and Instagram to gather broader insights.
The study analyzed 371 valid responses using Smart PLS 4.0 and SPSS 20.0 to evaluate scales, assess the structural model, and test hypotheses This dual-method approach enhances our understanding of the relationship between psychological ownership and consumption behavior within music streaming services.
Research structure
After Chapter 01 - Introduction: The four themed chapters that collectively comprise the current thesis are outlined as follows:
Chapter 02 - Literature review and hypothesis development.
Chapter 03 - Research methodology: The methodology utilized to support the current thesis is addressed in this chapter, which includes the sampling procedure, the measurement scale, questionnaire design, sample and data collecting.
Chapter 04 - Findings and discussion: This section analyzes the dataset of the research It involves the following actions: evaluation of the measuring scales, investigation into prevalent technique bias, and evaluation of the structural model.
Chapter 05 — Conclusion and implications: This final chapter summarizes the key findings of the current thesis Moreover, the research limitations and proposals for further research are also mentioned.
LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT
Psychological Ownership
Psychological ownership, as defined by Pierce et al (2003), is the state in which individuals perceive a target or a part of it as "theirs." This concept revolves around the deep sense of possession and connection to an object, which integrates it into an individual's expanded self (Belk, 1988; Brown et al., 2013; Furby, 1978) Notably, Pierce et al (2003) highlighted that feelings of ownership can arise even in the absence of legal ownership, prompting individuals to reflect on what they consider to be theirs.
(2012), both tangible and intangible assets have been proven to be relevant to the phenomenon of psychological ownership.
According to Pierce et al (2001, 2003), psychological ownership arises from the satisfaction of three fundamental human needs: self-identity, a sense of place, and efficacy and reflectance Self-identity refers to the individual's need to develop and express their personal identity (Van Dyne & Pierce).
In 2004, it was noted that the concept of "having a place" reflects an individual's desire for a familiar space, commonly referred to as "home" (Pierce et al., 2001) Additionally, "efficacy and reflectance" relate to a person's aspiration for competence and their belief in the effectiveness of their interactions with the world (Pierce et al., 2003).
Pierce et al (2001, 2003) explored the origins of psychological ownership and identified three key antecedents that foster feelings of ownership: self-investment in the target, intimate knowledge of the target, and control over the target Self-investment is defined as the allocation of an individual's energy, time, effort, and attention to objects, which creates a strong connection and cultivates a sense of ownership (Lee & Chen, 2011; Rochberg-Halton, 1980) This personal investment satisfies intrinsic human needs, including the need for "having a place," as individuals feel a sense of belonging within the objects they have invested in.
Self-identity is represented through objects, as highlighted by Brown et al (2013) Pierce et al (2001) describe the second route of personal ownership (PO) as the depth of knowledge individuals have about an object, which fosters a connection and enhances their sense of ownership (James, 1890; Beaglehole, 1932) This intimate knowledge contributes to a feeling of belonging, satisfying the human need for "having a place" (Brown et al., 2013) The third route of PO, identified by Pierce et al (2001), involves controlling the object, where greater control leads to a stronger perception of the object as part of the self (Belk, 1988; Furby, 1978) This connection amplifies ownership and fulfills the need for "efficacy and reflectance" (Brown et al., 2013) Notably, Pierce et al (2003) emphasize that each route can independently evoke feelings of ownership.
Antecedents of Psychological Ownership
Self-investment (SI) is a crucial aspect of human behavior and psychology, characterized by an individual's intentional commitment of energy, time, effort, and focus towards achieving specific goals This dedication fosters a deep sense of connection and ownership over one's pursuits, highlighting the importance of personal growth and fulfillment.
Self-investment is essential for personal growth and development, as it reflects a fundamental aspect of human nature where individuals dedicate their time, finances, and effort to pursuits they wish to nurture This can include physical spaces like office cubicles, community involvement, or participation in online forums Ultimately, self-investment serves as a vital mechanism for individuals to build connections and take ownership of different aspects of their lives, promoting overall personal growth.
In consumer behavior and branding, two essential concepts stand out First,
Self-congruity refers to the alignment between a brand's image and an individual's self-concept, while functional congruity focuses on how well a product's functional attributes meet a consumer's desired characteristics (Sirgy & Johar, 1999) This concept extends to assessing the shared attributes between an individual's self-concept and external objects, highlighting its significance in understanding consumer preferences and behaviors (Ye & Gawronski, 2016) Together, self-congruity and functional congruity offer valuable insights into the degree of brand alignment with personal identity and the relevance of product attributes to consumer needs.
The concept of control is a central theme in psychological research, particularly regarding perceived control (PC), which refers to an individual's belief in their ability to influence their internal states, behavior, environment, and outcomes (Thompson, 1981) Perceived control encompasses two key dimensions: the temporal aspect, which distinguishes between past and future events, and the scope of control, which includes various outcomes, behaviors, or processes (Wallston et al., 1987) This belief significantly impacts behavior, well-being, and decision-making, prompting researchers to investigate its effects on different facets of human life.
Perceived familiarity (PF) is the emotional and cognitive response triggered by stimuli that feel familiar, even without specific memories or knowledge (Craig et al., 2012) This concept significantly affects human cognition and behavior, influencing decision-making, preference formation, and memory retrieval Gefen (2000) highlights that familiarity and trust notably impact individuals' purchasing intentions, shaping their interactions with their environment.
Customer Behaviors
Academic researchers have distinguished between two important customer behavioral roles, which are customer in-role and extra-role behaviors (Ahearne et al.,
Research by Pierce et al (1991) highlights a significant correlation between extra-role and in-role behaviors and person-organization (PO) fit While much of the existing literature on service marketing has traditionally emphasized customers' in-role behaviors, such as loyalty, Utkarsh and Gupta (2022) note that interest in customers' extra-role behaviors has surged in the past decade.
Customer in-role behavior, as defined by Bove et al (2009), encompasses punctuality, adherence to norms, and the provision of necessary information for effective service delivery Van Dyne and LePine (1998) emphasize that such behaviors are essential for securing organizational rewards and ensuring employment retention To achieve satisfying outcomes, customers must engage in role-prescribed behaviors Ahearne et al (2005) highlight that this includes product utilization and repurchase, while recent studies, such as Paulssen et al (2019), recognize customer intention to repurchase as a key aspect of in-role behavior Collectively, these behaviors are commonly associated with “customer loyalty.”
Customer loyalty in marketing is categorized into two types: attitudinal loyalty and behavioral loyalty Attitudinal loyalty refers to the likelihood of customers making repeat purchases based on their intentional attitudes, while behavioral loyalty focuses on the observable buying behaviors of customers.
Research on technology acceptance and utilization highlights that initial user acquisition is only part of the challenge for service providers, as retaining customers is crucial for recouping development costs (Wang et al., 2016; Zhou & Li, 2014) Reichheld and Schefter (2000) emphasize that acquiring new clients is five times more expensive than retaining existing ones In Vietnam, numerous music streaming services like Spotify, Apple Music, and Zing face the risk of customer migration, as users can easily switch between platforms with minimal costs.
Although some studies have explained continuation as an extension of the adoption process (Jaspcrson Ct al., 2005; Karahanna cl al., 1999; Venkatesh & Davis,
Recent theories, such as those proposed by Bhattacherjee (2001), challenge traditional views on long-term usage and advocate for the analysis of continuance subscriptions through various constructs Wang et al (2016) identify different types of continuance subscriptions, including both free and paid options for ongoing services Notably, subscribers remain classified as platform users even if they do not actively utilize the service post-subscription In this context, we define continuance usage specifically as the act of maintaining a subscription to music streaming services.
According to Simonson and Drolet (2004), customers' willingness to pay reflects the perceived value of a product or service and the effort needed to acquire it Building on Zeithaml et al.'s (1996) definition of Price Sensitivity, we define this willingness as the readiness to pay a higher price for a company's offerings Zhao et al (2016) highlight the importance of this topic in business discussions, yet it often remains overlooked With the rise of music streaming platforms enhancing their services, such as Spotify's introduction of personalized features like Discover Weekly and Collaborative Playlists, it raises the question of whether customers are inclined to pay more for these added benefits This study aims to explore the impact of feelings of ownership on customers' willingness to pay more.
Customer in-role behaviors are essential actions required for using a service or purchasing a product, including financial transactions In contrast, customer extra-role behaviors, while not necessary for the customer journey, enhance the value of the firm by fostering positive social relationships and psychological benefits, as noted by Van Dyne and LePine (1998) Unlike employees, customers are not contractually obligated to engage with a business, and they typically do not expect rewards for participating in extra-role behaviors (Paulssen et al., 2019).
Guest commitment is very similar to brand loyalty The findings of Kim et al.,
Research shows that higher customer commitment results in increased positive word of mouth (WOM) (Kim et al., 2001) Customers actively seek out information about products and services from their peers or may overhear others' experiences in specific situations Furthermore, Utkarsh and Gupta (2022) describe the act of sharing positive WOM about a company as an extra-role behavior, reflecting voluntary efforts by customers to promote the brand.
Customers who have repeatedly purchased a brand arc deemed loyal, given that they only think about that brand and do not seek brand-related information (Newman
& Werbel, 1973) In the context of consumption, people frequently evaluate and compare several alternatives and favor a specific one over another (Asatryan & Oh,
Competitive resistance (CR) refers to a customer's ability to dismiss rival offers, including better prices and convenience (Reynolds & Arnold, 2000) This resistance is vital for retail businesses, as it can reduce the likelihood of customers switching to competitors and foster stronger customer loyalty.
Prior relevant studies
Sources Ranking Independent variables Mediator Moderator Dependent variables Key findings
The study reveals that all three aspects of self-congruity positively influence customers' psychological ownership and engagement with global brands It highlights psychological ownership as a crucial psychological mechanism, clarifying how consumers' self-congruity leads to increased engagement This insight enhances our understanding of the psychological processes that drive consumer-brand interactions, underscoring the importance of psychological ownership in shaping consumer behavior and strengthening connections with global brands.
Self-image congniity, and functional congruity
Self-congruity theory stales that when customers see self-image congruity and functional congniity they form intimate psychological relationships with enterprises and brands.
Psychological ownership significantly enhances the bond between consumers and brands, leading to increased consumer demand, willingness to pay, and customer satisfaction This sense of ownership also fosters stronger relationships, positive word-of-mouth, and competitive resilience Our research reveals how psychological ownership influences the perceived value of both physical and digital goods, providing fresh insights into the dynamic relationship between consumers and their possessions.
Research shows that when services offer digital tools that enhance users' sense of control and personal investment in music, it fosters a feeling of ownership This sense of ownership can lead to positive outcomes for marketers, even in the realm of digital products.
Research indicates that psychological ownership in music streaming significantly influences users' willingness to upgrade from a free version to a paid premium subscription This underscores the critical role of fostering psychological ownership for music streaming service providers, especially those employing a freemium model with limited features.
Journal of Business Research - 13.438 -QI
Individual Psychological Ownership, Collective Psychological Ownership
Intentions Positive Word Of Mouth
A recent consumer study reveals that the psychological feeling of ownership significantly influences positive sentiments toward products This sense of ownership fosters a stronger connection to the brand, increases willingness to pay higher prices, enhances perceived value, and encourages positive word-of-mouth behaviors.
Journal of Retailing and Consumer Sen’ices - 12.405 -QI
Brand Loyalty Brand Advocacy Customer Resilience to market disruption
Altitudinal loyalty encompasses the emotional and cognitive aspects of brand loyalty, offering psychological advantages such as enhanced self-esteem for consumers This form of loyalty fosters behaviors like cross-buying, up-buying, and positive word-of-mouth, while also indicating a readiness to pay premium prices and a resilience against negative information regarding the brand.
Journal of Consumer Research - 6.825-QI
Investment Of Self, and Intimate Knowledge.
Consumers who experience heightened psychological ownership are more inclined to recognize infringement and respond protectively to signals of ownership from others This reaction is influenced by factors associated with psychological ownership, including control, self-investment, and deep familiarity.
Journal of Business Research - 13.438 -QI
Motivations and Antecedents of PO
Loyally, Empowerment, and Social Rewards
Users of music streaming services continue to experience feelings of ownership.
The study reveals that self-investment, perceived control, and perceived familiarity significantly enhance users' continuance usage and willingness to pay more, with self-investment being the most crucial factor for management to consider when developing strategies for increasing user interaction and retention Furthermore, this research contributes to the literature on perceived ownership (PO) by highlighting the importance of social influence in shaping online users' attitudes and behaviors.
Negotiation Engagement of Customer Relative to Salesperson, Discount, Discount Satisfaction.
Loyal customers exhibit a unique behavior where they are less sensitive to price changes yet actively seek discounts to maintain a sense of fairness in their relationship with brands While they are willing to pay higher prices for valued products, they simultaneously desire lower costs Future research should consider this duality to prevent mixing these opposing influences.
Brown Ct al Journal of Job complexity Intimate Psychological This is the first empirical study to explore how psychological ownership
Ownership is shaped by three key factors: Intimate Knowing, Investment of Self, and Controlling Object Our findings suggest that these variables enhance feelings of ownership primarily through the control route while also allowing individuals to invest more in their roles and become familiar with all job aspects Further research is necessary to explore the limits of these relationships.
International Journal of Electronic Commerce - 4.521 -QI
Perceived Control over Character, Perceived Interaction Between Guild Members
Perceived Interaction Between Guild Members
Players exercise control over their chosen characters and their presentation in the game By implementing an ownership-enhancing strategy, gamers can achieve a greater sense of control, fostering strong psychological ownership of their characters Feelings of ownership develop as players effectively manage their characters and gain interpretive control through a deeper understanding of the game environment Even players who struggle may remain loyal if they feel a sense of control stemming from their time and effort invested in the game.
Journal of Management Information Systems ■ 6.000-QI
Cognitive Appraisal Perceived Control Self Investment Affective Appraisal
Individuals with a strong sense of presence online exhibit a strong intention to revisit and engage with virtual worlds and interact with others within them Our findings highlight the significant relationships between perceived control, self-investment, and the sense of presence in virtual environments.
Journal of Hospitality and Tourism
Relationship intention Word-of-mouth
Customers ’ sense of belonging and identification with (he company's values increase feelings of "mincness." which might generate specific behavioral outcomes such as competitive resistance and willingness to pay
Customer company identification Sense of belonging
Willingness to pay more Competitive resistance more in the restaurant dining context.
The insignificant relationship between perceived control and PO requires special attention and explanation.
The PO theory highlights a close relationship between individuals and their ownership targets, where a stronger bond and deeper understanding of the target foster a preference for it over competing options This inclination leads individuals to evaluate various alternatives, ultimately favoring one specific choice in their consumption decisions, indicating that other alternatives hold less competitive power.
International Journal of Electronic Commerce - 4.521 -QI
When people put significant resources in a relationship, they become more dedicated to it Substantial investment helps to lock the individual into the current connection.
Journal of Service Research - 15.358 -QI
Emotionally committed customers arc more likely to pay higher fees for the same sendees given by sendee providers.
Review of General Psychology - 4.755 -QI
Efficacy and Efiectance, Self-Identity
Acts Of Citizenship, Personal Sacrifice And The Assumption Of Risk Experienced Responsibility And Stewardship
Psychological ownership arises from three key purposes: the need for efficacy and effectiveness, the formation of self-identity, and the desire for belonging These functions collectively illuminate the reasons behind an individual's experience of psychological ownership.
Recognizing these fundamental variables is critical for understanding the procedures that lead to psy chological ownership, and it served as a foundation for our further theoretical advances.
Ahcame Ct Journal of Construed Customer - Customer Extra Role Customers genuinely connect with companies, and this identification has al.
External Image of the Company
Customers who strongly identify with a company are more likely to exhibit positive behaviors, including increased product usage and engagement in word-of-mouth recommendations This strong identification leads to more frequent purchases and a greater likelihood of recommending the company and its products to others.
IS continuance intention Satisfaction Perceived usefulness
Research framework and hypothesis development
2.5.1 The relationship between antecedents of PO and PO
Li et al (2006) highlighted that individuals exhibit greater commitment to relationships when they invest substantial resources Research on psychological ownership (PO) reveals that the act of crafting an object significantly enhances feelings of ownership, as it involves considerable personal investment (Pierce et al., 2001; Pierce et al., 2003) Numerous studies underscore the positive effects of self-investment on psychological ownership, with Pierce et al (2003) conceptualizing a key aspect of this phenomenon, further supported by empirical evidence from Kirk et al.
Psychological ownership arises when consumers perceive unique knowledge about a product, often linked to their self-investment This can manifest in behaviors such as personalizing items or developing a stronger attachment to products owned for a long time or acquired through effort Research indicates that individuals who invest time, labor, or financial resources into a product are more likely to feel a sense of ownership As noted by Pierce et al (2003), self-investment enables individuals to see their reflection in the product, reinforcing their emotional connection Consequently, self-investment is a key factor contributing to the development of psychological ownership.
Hypothesis 1 (Hl): Self Investment positively affects PO in the context of the music streaming service.
Sirgy's Self-Congruity Theory (1985) asserts that consumers choose brands to express and validate their self-concepts, with the alignment between an individual's self-image and a product's functional aspects significantly affecting their psychological and behavioral responses Research indicates that consumers prefer brands that resonate with their identity, leading to stronger connections when there is a high level of congruence between their self-concept and the brand's image This alignment plays a vital role in psychological ownership, as both self-image congruity and functional congruity contribute to understanding the factors that influence this ownership Studies have confirmed a positive relationship between self-image congruity and psychological ownership, indicating that self-congruity enhances feelings of ownership Moreover, even if brands representing one's ideal self are not financially accessible, consumers can still develop a sense of psychological ownership for brands that fulfill their self-expression needs Ultimately, when consumers perceive a brand that aligns with their self-concept—whether actual, ideal, or social—they are more likely to cultivate psychological ownership to meet their desires for self-validation, social validation, or self-enhancement.
Hypothesis 2 (H2): Self Congruity positively affects PO in the context of the music streaming service.
Specialized marketing scholars highlight the critical role of consumer behavior control (Danckwerts & Kenning, 2019) Research has explored the relationship between perceived control and psychological ownership (PO) across various settings, including online gaming, virtual communities, and technology products (Moon et al., 2013; Sangmi Kim et al., 2015; Brasel & Gips, 2013) For example, in technology products, a heightened sense of control, often achieved through specific interfaces, results in more positive attitudes toward the product (Brasel & Gips, 2013).
Research indicates that interactions with technologies that provide high levels of control and customization foster stronger feelings of ownership Moon et al (2013) highlight that ownership feelings in players develop as they effectively manage their characters and gain interpretive control through a better understanding of the game environment Additionally, Sinclair and Tinson (2017) found that users of music streaming services also experience a sense of control and ownership over their listening experiences.
(2019) suggest that digital services providing tools to enhance control over music and encourage personal investment can yield positive outcomes for marketers, even in the digital product domain.
When users have the ability to independently manage and control functions within a music application, they are more likely to develop a sense of ownership over it Based on this insight, we suggest:
Hypothesis 3 (H3): Perceived Control positively affects PC) in the context of the music streaming service.
Research has consistently shown that repeated exposure to an object can cultivate a sense of ownership (Pierce et al., 2001; Simone Weil, 1952) Simone Weil
In 1952, a gardener's growing sense of ownership over their garden exemplified a broader phenomenon Similarly, music streaming platforms not only deliver vital features to users but also offer various services aimed at boosting interaction and user engagement, which ultimately enhances users' familiarity with these platforms.
As users engage with applications over time, they develop a deep sense of belonging and home, especially when emotionally invested, which fosters familiarity and personal space that contributes to feelings of security This psychological ownership goes beyond legal rights, encompassing attachments to ideas and shared spaces, and can even extend to possessions owned by others when personal effort is involved Individuals may also feel a sense of ownership in equal rights situations, such as claiming a specific seat or side of the bed.
Users on social media platforms who feel influential and invest time in familiarizing themselves with the platform often develop a sense of psychological ownership This sense of ownership leads to increased persistence in using the platform and a greater willingness to spend more (Zhao et al., 2016).
Therefore, we propose that there exists a positive correlation between user engagement and a sense of psychological ownership in the context of music streaming services.
Hypothesis 4 (H4): Perceived Familiarity positively affects PO in the context of the music streaming service.
2.5.2 The relationship between PO and CB
Research by Pierce and Gardner (2004) indicates that feelings of ownership enhance positive customer behaviors due to emotional arousal associated with the concept of "mine." This sense of ownership is linked to both in-role behaviors, such as product repurchase (Ahearne et al., 2005), and extra-role behaviors, as demonstrated by Pierce et al (1991) In the context of music streaming services, this study focuses on post-adoptive behavior, specifically the continued use of platforms like Spotify, which is influenced by users' direct experiences Bhattacherjee (2001) emphasizes that post-acceptance attitudes, such as satisfaction, are crucial for understanding users' intentions to continue using information systems Furthermore, Zhao et al (2016) found significant positive effects of ownership and satisfaction on customer loyalty, affecting continuance usage Lee and Chen (2011) showed that individuals with high ownership feelings toward a virtual world frequently revisit to engage in social activities Therefore, it is anticipated that consumer feelings of ownership regarding music streaming services will positively impact their intentions to continue using these platforms.
Hypothesis 5 (H5): PO positively affects continuance usage in the music streaming service context.
Price increase acceptance is a critical factor in service partnerships, as highlighted by Zeithaml et al (1996) Belk (1988) emphasized that ownership leads to greater care and attention towards an object Fullerton (2003) found that customers with emotional commitment are more willing to pay higher fees for similar services Additionally, those with a strong attachment to their possessions tend to invest more in the benefits derived from them However, Fuchs et al (2013) pointed out that individuals with a less favorable self-image may experience different price-related outcomes, as they seek to enhance their self-perception by associating with items that exceed common standards.
Asatryan and Oh (2008) noted that consumers who experience a service as
Customers are increasingly willing to pay higher prices for products that resonate with their identity, as loyalty diminishes price sensitivity Research by Wieseke et al (2014) indicates that while loyal customers prefer lower prices, they are also inclined to pay more for valued services Furthermore, Zhao et al (2016) found that perceived ownership (PO) and satisfaction significantly impact customer loyalty, influencing their willingness to spend Consequently, feelings of PO may lead individuals to accept higher costs to maintain their relationship with a preferred service, such as a music streaming platform.
Hypothesis 6 (H6): PO positively affects willingness to pay more in music streaming service context.
Understanding the significance of a product and the desire to align with a specific lifestyle can ignite enthusiasm and a willingness to share information about that product Research indicates that psychological ownership (PO) fosters positive perceptions and attachment to a brand, enhancing word-of-mouth communication among consumers Moreover, empowering consumers to feel a greater sense of ownership can boost demand and encourage positive word-of-mouth Therefore, we propose that psychological ownership is positively correlated with word-of-mouth promotion.
Hypothesis 7 (H7): PO positively affects word of mouth in the context of music streaming services.
Psychological ownership (PO) is a complex state that includes both affective and cognitive elements (Asatryan and Oh, 2008) Attitudinal loyalty reflects the psychological commitment customers exhibit during purchases, incorporating both emotional and rational aspects of brand loyalty (Appiah et al., 2019) Oliver (1999) defines loyalty as a strong commitment to repeatedly buy preferred brands, which fosters brand loyalty and enhances consumer resistance to competitors (Appiah et al., 2019) Additionally, a positive correlation exists between PO and competitive resistance, indicating that consumers with strong attachment to a brand are more likely to defend it (Morewcdge et al., 2020) Asatryan and Oh (2008) further suggest that psychological ownership drives consumers to protect their possessions and invest in maintaining their brand relationships.
Hypothesis 8 (H8): PO positively affects competitive resistance in the context of music streaming services.
Our analysis explores eight hypotheses (H1-H8) that examine key relationships in music streaming H1 indicates that personal commitment enhances perceived ownership (PO), while H2 highlights that identity alignment with a streaming service also boosts PO H3 suggests that users feel more in control of their interactions, and H4 asserts that familiarity increases PO H5 connects PO with user retention, and H6 posits that higher PO leads to a greater willingness to pay According to H7, PO positively influences word of mouth, and H8 emphasizes its role in fostering competitive resistance and user loyalty These hypotheses inform a model that investigates how factors like self-investment, self-congruity, perceived control, and familiarity impact PO in music streaming The model further examines how PO influences user behaviors, such as continued usage, increased spending, word of mouth, and loyalty amidst competition, providing insights into the psychological dynamics that shape user experiences in the music streaming industry.
Source: Compiled from the authors
Figure 1 The research framework and hypothesis
Summary
This chapter presents a comprehensive research framework on the complex concept of psychological ownership, supported by a focus group analysis of the existing literature A thorough review of eighteen relevant studies has led to the formulation of eight hypotheses The first four hypotheses explore the positive influences of self-investment, self-congruity, perceived control, and perceived familiarity on psychological ownership in music streaming services The latter four hypotheses examine customer outcomes, including sustained service usage, willingness to pay a premium, engagement in word-of-mouth recommendations, and resistance to switching to competitors The next chapter will detail our data analysis procedures and methodology, enhancing the exploration of this research area.
RESEARCH METHODOLOGY
Procedure
To achieve the study's objectives, a three-phase exploratory sequential mixed methods design will be employed This approach involves the researcher developing a feature, such as a new survey instrument or experimental procedure, which will be tested quantitatively in the third phase after initial qualitative exploration and analysis, following Creswell's (2009) guidelines The research process outlined in the thesis consists of eight distinct steps, as illustrated in Figure 2.
The first step is to have a review of the literature and previous relevant studies
This study utilized ten key prior research studies to establish a robust theoretical foundation for developing hypotheses, a research framework, and a measurement scale The measurement scale was adapted from these studies to align with the current research context A draft questionnaire was created and translated into Vietnamese for a focus group interview aimed at assessing its comprehensibility Conducted online with six participants over two hours, the interview employed Vietnamese to facilitate open discussion, beginning with an introduction and warm-up, followed by the main discussion and concluding with expressions of gratitude The focus group aimed to evaluate the questionnaire's clarity and uncover new concepts related to Psychological Ownership (P.O) As a result, adjustments were made to the measurement items to ensure the questionnaire was clear and comprehensible before finalizing it for official data collection.
In the quantitative research process, convenience sampling was employed to select participants from the target population of students in Ho Chi Minh City The analysis utilized a two-stage approach to assess the measurement model, examining construct reliability through Cronbach’s alpha and composite reliability Convergent validity was assessed using outer loading and average variance extracted (AVE), while discriminant validity was evaluated through cross-loadings, the Fornell-Larcker criterion, and the Heterotrait-Monotrait ratio (HTMT) Subsequently, the structural model assessment included collinearity tests using VIF, and the predictive power and relevance of the research model were evaluated through R² and Q² metrics.
& Chin, 2010) Considering the study hypothesis, a bootstrapping approach of 5000 samples was used to assess the direct effect of f2 to test these hypotheses (Hair Ct al.,
2021) The research process ended with some conclusions, limitations, and recommendations for future research as well as practical applications.
Source: Compiled from the authors
Mixed methods
A mixed-method approach was employed to thoroughly explore the current topic, beginning with a qualitative focus group technique to adapt and enhance measurement variables Basch (1987) emphasized that adult focus groups are an effective method for gathering diverse insights from homogeneous groups Carey (1995) defines focus groups as semi-structured sessions led by a moderator in an informal setting, aimed at collecting information on specific topics The unique group dynamics of focus groups often yield richer data than one-on-one interviews (Thomas et al., 1995) This qualitative method involves participants discussing a shared interest, requiring them to possess adequate knowledge of the topic (Morgan, 1997; Richardson & Rabiee, 2001) Typically, focus groups consist of six to twelve participants (Baumgartner et al., 2002; Powell & Single, 1996; Krueger & Casey, 2000), with results available shortly after the session Data collection involves verifying audio records, reviewing written materials, and identifying key concepts (Anderson et al., 1998) Researchers analyze transcripts for recurring themes and omissions, a process known as coding (Austin & Sutton, 2014), and the questionnaire is refined for clarity before finalization and dissemination.
In this study, quantitative data was collected using Google Forms, with a minimum sample size of 100 participants and at least five observable variables for each measurement variable, as recommended by Hair et al (2011) The primary data analysis tool employed was Partial Least Squares Structural Equation Modeling (PLS-SEM), chosen for its effectiveness in handling complex interactions among latent constructs and its suitability for exploratory research (Hair et al., 2017) PLS-SEM is preferred over CB-SEM due to its ability to explain a greater variance in dependent variables, making it more appropriate for research focused on predictive power (Hair et al., 2022; Henseler et al., 2009) This method can evaluate models with multiple latent variables measured by various parameters, especially higher-order variables (Hair et al., 2017) Additionally, PLS-SEM simultaneously estimates both the measurement and structural models, reducing the risk of biased estimates (Hair et al., 2022) The study model, outlined in Chapter 2, includes nine latent variables and 37 measurable variables, indicating the necessity for a robust sample size.
The study involves 185 observable variables derived from a 37*5 framework and will include approximately 400 participants to enhance the accuracy of PLS-SEM analysis Survey forms were distributed to potential respondents via multiple platforms, such as Facebook, Email, Zalo, and Messenger.
In conclusion, the integration of qualitative and quantitative research methodologies enables researchers to explore both inductive and deductive perspectives, facilitating the creation of theories and hypothesis testing within a single study (Jogulu & Pansiri, 2011) Qualitative methods enhance the understanding of psychology and customer behaviors, allowing for an in-depth examination of the psychological ownership that influences customer in- and extra-role behaviors Conversely, quantitative approaches focus on evaluating measurement models and testing structural models, providing a numerical analysis of quantifiable variables.
Data analysis process
Data collection is conducted through Google Forms, followed by a rigorous quality check to ensure accuracy The subsequent analysis involves evaluating a sample group using SPSS 20.0 for descriptive statistics Additionally, the author employs the Effect Indicator (Reflective Measurement Model) introduced by Henseler and Chin in 2010 to assess the research model.
The measurement model is evaluated for validity and reliability, with validity encompassing both convergent and discriminant aspects This evaluation is conducted using cross-loading coefficients, Average Variance Extracted (AVE), and a correlation matrix among research variables Reliability is determined through measures such as Cronbach's Alpha and the Composite Reliability coefficient (CR).
Cronbach (1951) developed a method to evaluate internal consistency and reliability based on the correlation of observable variables This method uses Cronbach’s alpha to assess the reliability, or outer loading, of all observed variables However, it is important to note that Cronbach's alpha coefficient often underestimates internal consistency reliability and is especially sensitive to the number of observable variables within each scale.
M: Number of items in the scale s^: the variance of the sum of all M indicators s*: the variance of individual item Ì
Cronbach’s Alpha coefficient ranges from 0 to 1, with a minimum acceptable value of 0.70 for reliability testing; higher values, approaching 1, are preferred This summary highlights the significance of the Cronbach’s Alpha coefficient in evaluating reliability analysis.
Cron bach's Alpha value range Interpretation a > 0.90 Excellent a 0.80 - 0.89 Good a 0.70-0.79 a 0.60 - 0.69 a 0.50-0.59 a < 0.50
The formula used to compute composite reliability (p ) takes into account various outer loadings of the observable variables (Hair et al., 2022). c ^ 0.5) signifying strong predictive ability.
The coefficient q2 in SMARTPLS is meant to evaluate the predictive power of an independent variable for a dependent variable in the component structural model.
• q2 < 0.02: extremely small or has no predictability.
Measurement Scale
A quantitative research study utilized a 7-point Likert scale survey to investigate the factors influencing customer behaviors, ranging from "1 Strongly Disagree" to "7 Strongly Agree." The research model, adapted with modifications from Zhao et al (2016), Asatryan and Oh (2008), and Lee and Chen (2011), encompasses nine constructs: self-investment, self-congruity, perceived control, perceived familiarity, psychological ownership, continuance usage, willingness to pay more, word-of-mouth, and competitive resistance The variables in this model were operationalized based on metrics from prior studies.
This research evaluates self-investment using a three-item scale based on previous studies by Pierce et al (2001, 2003), Moon and Sander (2004), Zhao et al (2016), Lee and Chen (2011), and Danckwerts and Kenning (2019) Self-congruity is measured through a four-item scale adapted from Sirgy et al (1997) and Li et al (2020) The perceived control variable is assessed using a five-item scale informed by the work of Tetrick and LaRocco (1987), Danckwerts and Kenning (2019), and Asatryan and Oh (2008) Lastly, perceived familiarity is evaluated with a four-item scale derived from research by Zhao et al (2012).
We adapted the physiological ownership measurement from Zhao et al (2016), Van Dyne and Pierce (2004), and Lee and Chen (2011) to align with relevant variables influencing both antecedents and consequences Based on these references and our evaluation process, we utilized four items to effectively measure the scale of psychological ownership.
A four-item scale for continuance usage was created based on prior research by Bhattacherjee (2001) and Lee and Chen (2011) The willingness to pay more was assessed using a measurement scale derived from the studies of Wieseke et al (2014) and Asatryan and Oh (2008), which was consolidated into four items Additionally, a word-of-mouth measurement scale was developed, incorporating five items based on the findings of Oliver and Swan (1989), Kim et al (2001), and Kumar (2019) Lastly, a measurement scale for competitive resistance was established following the research of Reynolds and Arnold (2000), with some items from previous studies excluded due to their redundancy with other constructs.
Following the focus group interview analysis, the research models were confirmed to be consistent with no new factors identified The research team proceeded to the next phase by conducting official quantitative research utilizing SPSS 20.0 and SmartPLS 4.0, based on a refined set of 37 measurable variables.
1 I spend a lot of time using [preferred platform].
2 I often use [preferred platform] to update new music trends.
3 I have invested a major part of “myself’ into this [preferred platform].
1 The display of [preferred platform] is consistent with my image.
2 The image of the user of [preferred platform] is highly consistent with how I see myself.
3 lam very much like the typical person who prefers to use [preferred platform] rather than [competitive platform].
4 I would like to be perceived as similar to the image of [preferred platform].
PCI 1 I control the compilation of the music on my
PC2 2 I have influence over the organization of my
LaRocco, 1987; PC3 3 I can always choose music that matches my mood.
Danckwerts, s., & Kenning, p., 2019; PC4 4 I feel in control over my music streaming experience.
Namasivayam, 2004; Asatryan & PC5 5 1 am influenced by the quality of service on my most frequently patronized [preferred platform].
PF1 1 I become more familiar with friends through sharing music on [preferred platform].
PF2 2 I become more familiar with friends’ interests through sharing music on [preferred platform].
Zhao Ct al., 2012; PF3 3 I am familiar with listening to music on
P01 1 This is my [preferred platform] Psychological
PO2 2 I sense that I own this [preferred platform] Ownership
PO3 3 1 feel very high degree of personal ownership for this [preferred platform].
Pierce, 2004; Zhao PO4 4 I sense that using [preferred platform] as a part of my day. et al., 2016;
CUI 1 I intend to continue using [prefeiTed platform] Continuance rather than discontinue its use Usage
CU2 2 My intentions are to continue using (Bhattacherjee,
[preferred platform] rather than any 2001; alternative means Lee & Chen,
CU3 3 I predict I would spend more time on this 2011)
[preferred platform] than on other platforms.
CU4 4 If I could, I would like to discontinue my use of
WPM1 1 lam willing to pay for more premium features Willingness to
WPM2 2 Price increases will not deter my premium pay more feature purchase (Wieseke el al.,
WPM3 3 I would rather pay a higher price for more 2014; Asatryan & premium features Oh, 2008)
WPM4 4 I will continue to make payments, even if there may be some price updates.
I am eager to share the positive word-of-mouth benefits of my preferred platform Additionally, I am enthusiastic about recommending this platform to others, highlighting its value and effectiveness.
WOM3 3 I am willing to share my experiences when 2019) someone talks about [preferred platform].
WOM4 4 1 usually say positive things about this
WOM5 5 I will encourage my friends and relatives to use this [preferred platform].
CRTl 1 I disregard marketing offers from [competitive platform].
CRT2 2 I will continue to use [preferred platform] even if [competitive platfonn’s] premium price is lower.
CRT3 3 I will continue to use [preferred platform] even if there are more attractive features from its competitors.
CRT4 4 1 would rather choose a different platform
Source: Compiled from the authors
Questionnaires
The focus-group questionnaire comprises 27 open-ended questions, including three general inquiries, and is organized into eight sub-themes based on the measurement scale's foundation To better understand the factors influencing customer behaviors in music streaming, a focus group was conducted These preliminary questionnaires were designed for group discussions to evaluate the scale and refine the questions according to the research context in Vietnam, ensuring that respondents could accurately comprehend and respond to the research objectives The detailed focus-group questionnaire is available in the Interview Guide in Appendix 1, which has been translated back into English for research purposes.
The quantitative survey questionnaire will be developed using a measurement scale adapted from established research, specifically certified journal articles A total of 37 measurable variables will be carefully modified to align with the context of this study Following qualitative research through focus-group interviews, a revised measurement scale will be created To enhance clarity and readability for participants, the final questionnaire will be translated into Vietnamese before distribution for the quantitative research.
Summary
Chapter 3 of the dissertation offers a thorough examination of the research methodology, encompassing essential stages like defining research issues, establishing research goals, and systematically structuring relevant theories to establish a foundational research model This model serves as the cornerstone for developing an initial scale, which undergoes further refinement through group discussions and preliminary investigations Subsequent stages involve the meticulous selection of a survey sample, data collection and processing employing sample descriptive statistics, rigorous hypothesis testing, and an evaluation of measurement scales, ultimately leading to the formulation of well-substantiated conclusions and practical implications.
This study utilizes a comprehensive scale that integrates insights from prior research and qualitative surveys to improve research inquiries, thereby enhancing effectiveness The analysis focuses on evaluating hypotheses and measurement scales to draw conclusive findings, which inform the formulation of recommendations The research encompasses nine concepts and 37 items, each associated with specific questions Data analysis is performed using Smart PLS 4.0 and SPSS 20.0 as the main analytical tools.