Browsing by Author "Pannawit Sanitnarathorn"
A STRUCTURAL EQUATION MODEL OF VARIABLES AFFECTING ON CONSUMERS’ CONTINUANCE INTENTION TO USE MUSIC STREAMING SERVICE OF THAILAND’S MUSIC INDUSTRY Pannawit Sanitnarathorn; Pornpun Prajaknate (NIDA, 6/4/18)
This study is about a structural equation model of consumers’ continuance intention to use music streaming service of Thailand’s music industry. As technology has played an important role in the music production and distribution, the internet has been used as a medium in distributing music works. This led consumers have more varieties of channel to listen to music easily and diversely, especially via music streaming services when users do not need to own or store music files while directly listening through the services. This research was conducted ...