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Pre-ordering Music Vynils: The Impact of Price and Number of Band Supporters

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Marketing and Smart Technologies

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 279))

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Abstract

The music industry has undergone a significant transformation from physical to digital consumption. This change has altered the sales strategies of products, allowing consumers to purchase them before their market launch. This paper analyzes the effect of pre-order adherence on the digital music platform Bandcamp, basing on the influence of price, number of supporters and their interaction on purchase intention. The sample of this behavioral study was supported by a total of N = 41 individuals, with an average age of 26.34 (SD = 6.279). Seven-point Likert scales were used to record each participant’s level of interest and likelihood to purchase in the face of the stimuli presented to them. For the presentation of forced stimuli, we used 30 layouts of the Bandcamp platform, divided into six conditions = three price levels and two levels of number of supporters to which we wanted to verify their effect on the interest and purchase intention of the experiment subjects. Results show that the number of supporters is a significant predictor of purchase probability and that this probability is higher when participants are in the presence of many supporters. Regarding price, the effect that was expected did not occur, and the low price was not significantly more appealing. Interestingly, the medium price was the least appealing, and the high price was almost as appealing as the low price.

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Authors and Affiliations

  1. CNL-Consumer Neuroscience Laboratory, University of Aveiro, Aveiro, Portugal

    Sónia Felizardo

  2. Neuro Laboratory, University of Aveiro, Aveiro, Portugal

    Pedro Bem-Haja

  3. School of Economics and Management, University of Minho, CICS.NOVA.UMinho, Braga, Portugal

    Beatriz Casais

  4. Human Potential Development Center, Polytechnic Institute of Coimbra, Coimbra, Portugal

    Sónia Brito-Costa

  5. Research Group in Social and Human Sciences, Coimbra Education School, Polytechnic Institute of Coimbra, Coimbra, Portugal

    Sónia Brito-Costa & Hugo de Almeida

Authors
  1. Sónia Felizardo
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  2. Pedro Bem-Haja
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  3. Beatriz Casais
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  4. Sónia Brito-Costa
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  5. Hugo de Almeida
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Corresponding author

Correspondence to Beatriz Casais .

Editor information

Editors and Affiliations

  1. University of Maia - ISMAI, Maia, Portugal

    José Luís Reis

  2. University of La Laguna, Tenerife, Spain

    Eduardo Parra López

  3. Suffolk Business School, University of Suffolk, Ipswich, UK

    Luiz Moutinho

  4. University of Maia - ISMAI, Maia, Portugal

    José Paulo Marques dos Santos

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Felizardo, S., Bem-Haja, P., Casais, B., Brito-Costa, S., de Almeida, H. (2022). Pre-ordering Music Vynils: The Impact of Price and Number of Band Supporters. In: Reis, J.L., López, E.P., Moutinho, L., Santos, J.P.M.d. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 279. Springer, Singapore. https://doi.org/10.1007/978-981-16-9268-0_36

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  • DOI: https://doi.org/10.1007/978-981-16-9268-0_36

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  • Publisher Name: Springer, Singapore

  • Print ISBN: 978-981-16-9267-3

  • Online ISBN: 978-981-16-9268-0

  • eBook Packages: EngineeringEngineering (R0)

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