Abstract

The aim of this paper is to utilize the Theory of Planned Behaviour in order shed some new light on the factors that drive people in acquiring music from various music channels. The paper builds a unique behavioural model – with strong validation based on the current literature – that is suitable in explaining the influence factors that affect individuals to acquire music from a multi-channel environment. Empirical results on primary data gathered from an original questionnaire are analysed using the Structural Equation Modelling approach. The paper fills a gap in the literature, since examining all different channels enables us to identify and investigate the uniqueness of the differences in the acquiring behaviour in each separate channel. Hence the obtained results help the music industry to focus on differences and/or similarities among the different channels.