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Tillgång eller ägande: En studie i konsumentvärde på marknaden för digital underhållningsmedia
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Access vs. Ownership : a Study of Consumer Value on the Digital Media Entertainment Market (English)
Abstract [sv]

Syftet med uppsatsen har varit att genom kvalitativa intervjuer lyfta fram motpolerna kringdagens konsumtion av digital underhållningsmedia och fastställa om konsumenters syn på värdekan relateras till deras val av att antingen betala för ägandet eller för tillgänglighet av den. Metoden har bestått av åtta stycken kvalitativa intervjuer där respondenter fått frågor om sinkonsumtion av digitala underhållningsmedia inom; musik, video, spel och podcasts. Uppsatsen kommer fram till att konsumenter ser värdet i användningen av mediet och inte iägandet av det. Konsumenterna vill således hellre strömma sin media än att ladda ner den. Deväljer därför mer eller mindre obehindrat den tjänst som har bäst utbud. Konsumenterna menardock att det i dagsläget finns en viss otrygghet i strömningstjänsterna. Otryggheten växer ju merengagemang mediet kräver, vilket gör att spel och video som enligt respondenterna var primäraaktiviteter, vilka kräver högre engagemang, har en tendens att hellre vilja laddas ner avkonsumenterna medan musik och podcast, vilka kräver lägre engagemang, sekundära aktiviteter, hellre strömmas.

Abstract [en]

Purpose/Aim: The purpose of the thesis was to examine if consumers perceived the value of digital media entertainment in the access of the media and/or the ownership of it.

Material/Method: The material consisted of 8 qualitative interviews which was presented in anarrative form. The interviews investigated consumers digital media entertainment habits and inparticular if the consumers downloaded or streamed their content.

Main results: Consumers perceived the value of digital media entertainment through the accessof it, value-in-use, rather than in the ownership of it, value-in-exchange. On the other hand, themore engaged the consumers were in their use of the media, the more concerned they were withdownloading the content rather than streaming it.

Place, publisher, year, edition, pages
2013. , 49 p.
Keyword [en]
access, ownership, stream, download, materiality, immateriality, digital media entertainment
Keyword [sv]
tillgång, ägande, strömning, nedladdning, materialitet, immaterialitet, digital underhållningsmedia
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-194139OAI: oai:DiVA.org:uu-194139DiVA: diva2:604388
Subject / course
Business Studies
Presentation
2013-01-10, Ekonomikum, Kyrkogårdsgatan 2b, Uppsala, 09:00 (Swedish)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2013-02-11 Created: 2013-02-10 Last updated: 2013-02-11Bibliographically approved

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CiteExportLink to record
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