Abstract:
The objective of this study is to investigate Thai generation Z’s attitude towards their music consumption on Joox online music streaming application. A qualitative approach was selected, using semi-structured, in-depth interviews. Ten participants, Thai generation Z music listeners, aged 17-24 years old who consume Joox online music streaming application every day for at least six months, were selected through purposive, snowballing sampling methods. The interviews were interpreted using In Vivo coding. This study based on the theoretical framework of Ajzen and Fishbein’s (2000) theory of planned behavior which suggested that actual behavior is motivated by the combination of attitude towards the behavior, subjective norms, and perceived behavioral control.
The result demonstrated that among all attitudinal kinds, a strong positive attitude towards music consumption and Joox application contributed to the unique and heavy music consumption of generation Z. Among all subjective norms that were identified, peers influence prominently motivated participants’ music selection and new music adoption. The convenience of online music streaming platforms and Joox application granted a strong perceived behavioral control among participants and made their gratified daily music consumption possible. This study also drew guidelines from uses and gratification theory and agenda setting theory. Additional notion of consumer involvement with music was found to be relevant to the interviewees’ consumption patterns.
