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digitale Musikkonsument: Eine empirische Analyse des Musikkaufprozesses im digitalen Zeitalter

digitale Musikkonsument: Eine empirische Analyse des Musikkaufprozesses im digitalen Zeitalter

          
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About the Book

Kaum ein Produkt ist so global allgegenwärtig wie Musik. Nicht nur im Radio oder Musikfernsehen, auf etablierten Tonträgern oder in Diskotheken, im Hintergrund beim Einkaufen oder in Filmen, heute umgibt uns Musik auch im Internet und aus dem mp3-Player. Selbst in der Bahn oder auf der Straße kann man sich den zahlreichen Klingeltönen und mp3-Handys nicht mehr entziehen. Die digitale Revolution hat Musik heute allgegenwärtiger gemacht, als je zuvor. Doch durch ihre technologischen Innovationen sind die Strukturen des klassischen Musikmarktes, welche sich über Jahrzehnte entwickelt hatten, ins Wanken geraten. Auf der einen Seite steht das Oligopol der vier großen Tonträgerhersteller den vermeintlich "kostenlosen" Konkurrenten gegenüber, auf der anderen Seite haben sich aber auch die herkömmlichen Machtverhältnisse im Markt gravierend verändert. Der Konsument ist durch die sich ihm bietenden Möglichkeiten weniger von Handel, Medien und Plattenfirmen abhängig. Der Musikkonsum nimmt durch die Digitalisierung zu, wohingegen die Musikkäufe immer weiter abnehmen. Eine Aufgabe der Tonträgerhersteller muss es also sein, die sich aus der Digitalisierung ergebenden Chancen zu erkennen und diese zu nutzen, um die rückläufigen physischen Verkäufe auszugleichen. Um dies zu erreichen, ist es von großer Bedeutung, sich nicht nur genauer mit dem Musikkonsum- bzw. Musikkaufverhalten zu beschäftigen, sonder vor allem die Veränderungen dieses Verhaltens aufgrund der Digitalisierung in den Fokus der Untersuchungen zu rücken. Im Rahmen der Studie wurden aus einer internetaffinen Zielgruppe, also einer Gruppe, die über ausreichende technische Ausstattung und Kenntnisse verfügt, verschiedene Typen von "Download-Käufern" identifiziert. Hierbei war es von besonderem Interesse zu ergründen, inwiefern die Probanden zwischen digitalen und physischen Käufen unterscheiden. Im Folgenden wurde der Kaufprozess dieser digitalen Käufer genauer beleuchtet. Dabei wurde der Fokus auf jene Phasen gelegt


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Product Details
  • ISBN-13: 9783842863095
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 304 gr
  • ISBN-10: 3842863098
  • Publisher Date: 31 Aug 2011
  • Height: 254 mm
  • No of Pages: 168
  • Series Title: German
  • Sub Title: Eine empirische Analyse des Musikkaufprozesses im digitalen Zeitalter
  • Width: 178 mm


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digitale Musikkonsument: Eine empirische Analyse des Musikkaufprozesses im digitalen Zeitalter
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digitale Musikkonsument: Eine empirische Analyse des Musikkaufprozesses im digitalen Zeitalter
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