The Effect Of The User Experience On The Brand Loyalty Of Mobile Music Applications

With the popularity of mobile Internet and smart phones, domestic mobile music Applications come into high-speed development period. However, some user experience issues such as functional homogeneity, poor user stickiness plaguing development of the entire industry. Academic studies have shown that experience has a positive impact on loyalty,but the relationship between brand loyalty and user experience of Internet products has not been got much attention.Started from the theory of brand loyalty and user experience, this paper is to explore the effect of mobile music application user experience on brand loyalty. Based on previous studies of measurement research on the network user experience, combined with the depth user interview,the research deduce the user experience model of mobile music applications and extract five metrics as follows: aesthetic, auditory, content, availability and emotional awareness. Then extract user experience factors from the five indicators and make them as independent variables, brand loyalty as the dependent variable.In practice, the research issue a formal questionnaire through the online platform and 278 valid data are received. Then make data research by reliability analysis, factor analysis, correlation analysis, regression analysis. The final result shows that there is a positive correlation between brand loyalty and four user experience factors: auditory availability, visual aesthetics, content presentation, emotional identity. What’s more, auditory availability make the largest impact on brand loyalty, followed by visual aesthetics, emotional identity and content presentation. Based on the results of this study, the research put forward constructive suggestions about improving the brand loyalty of mobile music application.