Analysis of Loyalty to Music Consumption Methods Based on Multi-Attribute Attitude Model

Abstract

The Multi-Attribute Attitude Model is a model that expresses the attitude toward a brand as the sum of the evaluations for each attribute. In this study, we applied the Multi-Attribute Attitude Model to analyze what attributes are important for each industry in terms of loyalty to music services. As a result, we found that the importance of the attribute and the high evaluation of the attribute for the sound quality improved the loyalty, but the high evaluation of the number of songs did not improve the loyalty. In addition, for limited goods and limited contents, there was a positive effect for limited goods, but a negative effect for limited contents. In other words, it was found that the availability of limited goods improves loyalty, but limited content rather does not have a positive effect on loyalty.