Understanding Consumer Perception Toward Usage of Music Apps During COVID-19: A Study in West Bengal State
1 St. Xavier’s College (Autonomous), Kolkata, West Bengal, India
2 Department of Commerce (Evening), St. Xavier’s College (Autonomous), Kolkata, West Bengal, India
3 Department of Commerce (Morning), St. Xavier’s College (Autonomous), Kolkata, West Bengal, India
4 Deparment of Commerce and Management, St. Xavier’s University, Kolkata, West Bengal, India
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The astounding proliferation of mobile internet and technological innovations is one of the revelations of the 21st-century modern world. Electronic gadgets such as smartphones and tablets possess bewildering and alluring features which when blended with internet gives the modus vivendi of the consumers a completely different meaning. It has been observed that consumers have shown a strong penchant toward such technological vantages and innovative gadgets. In this context, the rise in the usage of music apps has been driven largely by the skyrocketing in the production and use of smartphones, coupled with the landscape of fast-paced internet. There are large number of consumers who have been adopting and using music apps, especially during the boring and monotonous period of COVID-19. The current research study is attempted at examining and analyzing the attitudes and behavior of the consumers toward the use of such music apps. For this purpose, a survey has been conducted in selected districts of West Bengal on the basis of “technology acceptance model”. The results reveal that consumers of West Bengal have positive perception toward music apps.
COVID-19 pandemic, mobile commerce, music apps, attitudes and behavior, technology acceptance model (TAM)
JEL Classification: M31, O33, O31
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