Analysis of the e-commerce use behavior on music products

The rapid growth of internet users in Indonesia in the last decade has implications in almost all aspects of life including the growing use of the internet to download music. This phenomenon attracts the attention of music business stakeholders. Many researchers have developed a Technology Adoption Model (TAM) that incorporates aspects beyond the technology into the model, which came to be known as Unified Theory of Acceptance and Use of Technology (UTAUT), and subsequently refined into the UTAUT-2 model. There is a gap between the results of research that is very likely due to differences in the objects studied, differences in moderation variables, and variations of the antecedents themselves. However, there have been no reports of research results using UTAUT-2 model for e-commerce music. The general objective of this research is to propose the appropriate model of UTAUT-2 for music e-commerce, and examine the effect of seven antecedent variables on behavior intention variables and their impact on use behavior. This quantitative research uses SEM techniques with 400 ordinal data taken from survey. Three of seven proposed variables which are accepted as antecedent variables of behavior intention are performance expectation, music piracy judgment and habit. For academics, the results of this research provide an alternative UTAUT model, specifically for music business. While for the online music business, the results of this research provide guidance on how to increase music business that ultimately boosts online music subscription.