Integrating the theory of planned behavior and uses and gratifications to understand music streaming intentions and behavior

This study tests an expanded theory of planned behavior model (TPB) that includes motives from uses and gratifications (U&G) to predict intentions to use digital music streaming services as well as the time spent listening (TSL). When examined alone, the traditional TPB components were positive predictors of intentions to use music streaming services. Adding the U&G motives increased the explained variance but only entertainment/mood management and social interaction factors were positive predictors of intentions. Using the traditional TPB to predict TSL revealed a different result. Only the attitudes component from the TPB was significant. After adding U&G motives to the analysis, only attitudes and social interaction emerged as positive predictors of TSL. This study highlights fundamental differences between what drives intentions to use music streaming services as compared to the time they spend using such services. It also indicates that U&G motives can be useful additions when expanding the TPB in the context of new technologies.