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MÄLARDALENS HÖGSKOLA C-uppsats Ekonomihögskolan 2005-06-19 __________________________________________________________________________ Abstract Date: 2005-09-14 Level: Bachelor thesis in business economics, 10 points Supervisor: Erik Lindhult Authors: Anders Wetterqvist Christian Armandt Skogsvägen 25B Krutkällarvägen 1 72217 Västerås 72220 Västerås 0707972328 0709986405 Title: Music downloading against payment – a study of the adoptionprocess Problem: Our main intention is to examine the factors that are driving and slowing down the adoptionprocess of the technical paymentservice of downloadable music. We also want to know where in the adoptionprocess you can find the costumers. Purpose: The purpose of the essay is to make an empirical examination of what drives and slows down the adoption On the basis of this examination we make an analysis which we compare to prior theory and literature on the subject. Method: The essay is based on an empirical examination. A quantitative questionnaire was carried out in which 300 answers was collected and compiled. The results of the survey is compared to prior theory and literature. Conclusions: The result shows that musicconsumers have not yet accepted the downloading service to a big extent. Factors that are shown to be driving and slowing down the adoption is mainly price and simplicity.
MÄLARDALENS HÖGSKOLA C-uppsats Ekonomihögskolan 2005-06-19 __________________________________________________________________________ Innehållsförteckning 1 Inledning ............................................................................................................. 1 1.1 Bakgrund...................................................................................................... 1 1.2 Problemområde ............................................................................................ 2 1.3 Frågeställning............................................................................................... 3 1.4 Syfte ............................................................................................................. 3 1.5 Målgrupp...................................................................................................... 4 1.6 Notapparat.................................................................................................... 4 1.7 Disposition ................................................................................................... 4 2 Metod................................................................................................................... 5 2.1 Arbetsgång ................................................................................................... 5 2.2 Litteratursökning.......................................................................................... 5 2.3 Ansats........................................................................................................... 6 2.4 Tolkningsperspektiv..................................................................................... 6 2.5 Förhållningssätt............................................................................................ 7 2.6 Undersökningsmetod ................................................................................... 8 2.7 Enkätundersökning....................................................................................... 9 2.8 Enkätutformning .......................................................................................... 9 2.8.1 Förtest................................................................................................. 10 2.8.2 Urval................................................................................................... 10 2.8.3 Urvalskritik ........................................................................................ 11 2.8.4 Validitets- och reliabilitetskrav.......................................................... 11 2.8.5 Enkätkritik.......................................................................................... 12 2.8.6 Fel i datainsamlingen ......................................................................... 13 2.9 Metodkritik................................................................................................. 13 3 Teoretisk referensram ..................................................................................... 15 3.1 Teorimotivering.......................................................................................... 15 3.2 Definition av vara respektive tjänst ........................................................... 16 3.3 Diffusion of innovations ............................................................................ 16 3.3.1 Kategorisering av innovationen ......................................................... 16 3.4 Adoptionsgrupper....................................................................................... 17 3.5 Techno ready consumers............................................................................ 18 3.6 Hur anammar kunder nya produkter och tjänster....................................... 19 3.6.1 The High-Effort Hierarchy of Effects................................................ 19 3.6.2 The Low-Effort Hierarchy of Effects................................................. 20 3.7 Viktiga faktorer för adoption ..................................................................... 21 3.8 Technology acceptance model ................................................................... 21 4 Empiri ............................................................................................................... 23 4.1 Marknadsbeskrivning................................................................................. 23 4.2 Undersökningsresultat................................................................................ 23 4.3 Diagram och resultat .................................................................................. 26 5 Analys ................................................................................................................ 39 6 Egna slutsatser.................................................................................................. 43 6.1 Förslag till vidare forskning....................................................................... 45 Källförteckning
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