Abstract:

Depending on technological developments, the ability of consuming of digital products like music, article, book, game with accessing to internet, cause access based consumption to be one of the basic consumption form. However, in the field of marketing, consumer behavior has been examined in terms of consumption of tangible goods or intangible services. Investigation of access based consumption and the factors associated with this behavior is important for understanding consumer behaviors. In this study, researches related to access based consumption and access based consumption related factors are examined first. Then, a survey is carried out on young consumers’ access based consumption preferences and related factors in music listening behaviors. In this context, the relationships among access based music listening frequency and satisfaction with access based listening, psychological ownership perception, perceived risk, positive attitude toward access based listening are researched. Moreover, differences of research variables in terms of gender and income level of participant are also examined. As a result, it is understood that research variables are related to the frequency of access based music listening. At last the research findings are interpreted.

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