Author(s): Amit Sharma, Raj Bahadur Sharma, Azam Malik, Jitendra Charan
Technology penetration, adoption and use of authentic source have been discussed by various researchers. The data science, data analytics, cyber psychology and other recent developments in the field of analyzing and predicting the human behavior while using digital platform is gaining importance in 21st century. To continue and contribute in this stream this article aims to explore the motives of adopting e-music in India and secondly identifying dominating personality traits of consumers listening music from online platform, and finally analyzing the impact of personality traits on motives of adopting digital music in India. For the purpose suitable principal factor analysis was applied to analyze the motives to adopt e-music. The results of study reveal that easiness to search, knowledge of platform, validity of required file, navigation or search-ability of application, effortless transmission and cost effective transactions influence the adoption of e-music in India. Further all the objectives established were verified by the data collected from 274 e-music listener in the study. The study reveals that an e-music listener in India does possess either Conscientiousness or Extraversion as dominating personality trait.