Abstract

The study tries to understand how consumers acquire music from various music channels. The authors build a unique behavioural model – with strong validation based on the current literature – that is suitable in explaining the influence factors affecting individuals to acquire music from a multi-channel environment. Specifically, it develops a conceptual model that utilises the Theory of Planned Behaviour with added factors that affect the behavioural intention to acquire music. The paper fills a gap in the literature, since examining all different channels should indicate the main reasons for channel choice in each separate channel. Additionally, the model will enable comparisons between legal and illegal consumers and if possible it will try to explain why consumers engage in music piracy.