A study on the factors affecting the intention to use online music streaming service Spotify in Ho Chi Minh City
Published: July 25, 2026
Abstract
Online music streaming services have become popular in Vietnam. This study identified and measured factors that influence the intention of people to use online music streaming apps through a survey of 207 correspondents in Ho Chi Minh City. The adjusted UTAUT2 research model, consisting of 8 independent variables with 30 items, was used to evaluate the impacts of factors on independent variables. The exploratory factor analysis and multiple regression analysis showed that there are five factors positively impacting the intention of people to use Spotify, including: (1) price value; (2) hedonic motivation; (3) facilitating conditions; (4) effort expectancy; and (5) consumer innovativeness. In addition, ANOVA analysis showed that there are differences in terms of age groups, careers, time used per day, and music genres. Based on the study’s findings, some managerial implications were recommended.
Keywords
buying intentiononline music streaming serviceEFAUTAUT2
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