FACTORS POSITIVELY AFFECTING REPURCHASE INTENTION OF SPOTIFY PREMIUM IN THAILAND

Abstract

This study examines factors influencing repurchase intention for Spotify Premium in Thailand. Six independent variables namely, brand familiarity, electronic word-of-mouth (eWOM), uniqueness brand value, price value, perceived usefulness and perceived enjoyment were investigated. Data was collected from 319 respondents via an online survey using a five-point Likert scale. Descriptive and inferential statistics were applied. The findings indicate that perceived enjoyment, uniqueness brand value and brand familiarity significantly affect repurchase intention whereas price value, perceived usefulness and eWOM do not. The sample consisted mainly of bachelor’s and graduate students aged 20–25 including both Thai and foreign residents in Thailand. Most respondents use the Spotify Premium Family plan, access the platform multiple times daily, spend less than 100 THB per month and primarily use smartphones and computers.