Purpose The purpose of this paper is to provide an explanation of factors influencing online music purchase intention of Taiwanese early adopter of online music, which can help the online music practitioners of Taiwan to develop better market strategies. Design/methodology/approach An empirical survey was used to test the hypotheses. Data were collected from a total of 302 online Taiwanese early adopters of online music. A structural equation modeling (SEM) is proposed to assess the relationships of the research model. Finding The findings in this paper show that the perceived value of online music is a significant factor in predicting the purchaser intention of buying online music in Taiwan. Also, the beneficial factor of the perceived usefulness and playfulness are identified in addition to the sacrificing factor of the perceived price for assessing the value. Moreover, purchasers and potential purchasers differ in the determinants underlying the perceptions of value, which customers hold towards online music. Practical implications The results in the paper facilitate to understand what encourages and impedes the purchase intention of early adopters of online music in Taiwan. Originality/value The value of this paper is to establish a theoretical model incorporating the value‐intention framework into technology acceptance model to investigate the purchase behavior of early adopter of online music in Taiwan. The results of this study help online music practitioners of Taiwan and other Asian countries culture similar to Taiwan to create a success business model.
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