How flow experience affects intention to use music streaming service

Abstract

Music streaming service has become more and more popular in recent years. However a huge amount of operation costs still distress service providers such as Spotify, KKbox, Pandora etc. Accordingly, it is important to attract users' continuous subscribing service. In this study, we develop and propose a conceptual research model in the context of music streaming service, using flow theory as a focal construct to examine its antecedents and the effect on users' intentions to continue subscribe service. The present study looks forward to contributing to the research on flow theory by proposing and testing the conceptual model. Hence, ultimately provide service provider guidelines to create optimal service experience of music streaming.

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