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Bachelor thesis in Business Administration at Uppsala University - 2012.
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 a narrative form. The interviews investigated consumers digital media entertainment habits and in particular if the consumers downloaded or streamed their content.
Main results: Consumers perceived the value of digital media entertainment through the access of it, value-in-use, rather than in the ownership of it, value-in-exchange. On the other hand, the more engaged the consumers were in their use of the media, the more concerned they were with downloading the content rather than streaming it.