A study of key factors that affect user decision making process toward on-demand music streaming application in Thailand

In this digital era, the world becomes more connected, technology and internet become a necessary part of human being. On-demand music streaming is a service providing music to users who pay monthly subscription. In Thailand, there are three key players which are Apple music, JOOX and Spotify. The study of “Key Factors That Affect User Decision Making Process Toward On-Demand Music Streaming Application in Thailand” is an independent study which focuses on the issue of features that users prefer and real factors affect user to subscribe. This study is a contemporary topic in applied marketing.This research has five main objectives. First, to study opportunities, limitation and trend toward on-demand music streaming in Thailand. Second is to identify main reasons of choosing on-demand music streaming over other alternatives. Third, to identify the key features and factors that affect subscription decision making. Forth is to determine user segments based on preferences. Fifth is to give recommendation to increase number of on-demand music streaming subscribers.The exploratory research and descriptive research were conducted to gain insights and information regarding on-demand music streaming business in Thailand. Secondary research was conducted to gain overview and wide understanding of the market. In-depth interview was conducted to gain deep user insights to develop questionnaires. The data was collected from 160 respondents that met the criteria. Statistical Package for the Social Sciences (SPSS) program was used to interpret and analyze the data from survey.The factors that lead to subscription are mainly playlist and algorithm, videos and number of songs. However free service provided is the factor that reduce subscription rate for on-demand music streaming applications.