A percepção de valor na prática do consumo de música através do acesso na plataforma de streaming spotify

Abstract

The shared economy is a contemporary trend that reveals itself as an alternative for consumers who prioritize adherence to the sharing of goods and services to the detriment of their ownership. Such prioritization denotes the rise of streaming services, evidencing a new consumption pattern in which consumers tend to pay for the experience of enjoying products made available in the services, even temporarily, instead of purchasing them. Considering the impacts already promoted by this trend, and its growth in the digital market, there is a need to better understand it. The objective of this work is to analyze the perception of value under the multidimensional perspective proposed by Sheth, Newman and Gross (1991). This perspective is based on five value drivers that influence, in a different and independent way, the practice of music consumption through access to the Spotify streaming platform. To achieve the objective, an exploratory research was carried out on the concepts that encompass this area of investigation. Among the contributions of this research, a consumer with the habit of conscious consumption and sustainable alternative was discovered, creating a new understanding of value perception. This value is based on the principle of meeting your needs and, at the same time, having a good cost-effective offer, currently found in the streaming service. This suggests a successful, sustainable and profitable business model, with great potential for economic development.