The Research On The Impact Of Mobile Music Application Social Experience To The Purchase Intention—The Mediating Effects Of Brand Attachment

With the rapid development of smart mobile devices, digital music sites are gradually shifting their emphasis from PC to mobile devices such as intelligent mobile phone in order to adapt to the trend, and social experiences are integrating into the design of the music products to combine with the characteristics of the intelligent mobile equipment, as to attract users to use and to develop users’ habits. Social music has gradually attracted industry’s attention and discussion, and the academia have been studied that social experience has positive influence on brand attachment and purchase intention. However, the user’s social experience of mobile music applications will have an impact on the purchase intention? In what conditions the social experience to form a willingness to buy? Which specific social experience can help form the purchase intention? Is there an intermediate variable to play a role? It is necessary for us to make further research on these problems.Based on the user experience theory, purchase intention theory, to research the impact of the user’s social experience of mobile music applications to the purchase intention, and joined the mediating role of brand attachment on the basis of literature research. Based on the research on the measurement of social network users’ experience and the evaluation report of the mobile music application, combined with user in-depth interviews, derive the model of user’s social experience of mobile music applications, extract the content experience, the atmosphere experience, interactive experience these three metrics,and extract 10 factors of users’ social experience, use these 10 factors as the independent variables of this study, the purchase intention as dependent variables, brand attachment as a mediator, have an research on the impact of the user’s social experience of mobile music applications to the purchase intention and the mediating role of brand attachment.In the actual operation the author collected 357 formal questionnaires as first-hand data, in the latter part we did reliability analysis, validity analysis and structural equation model test, and tested the hypothesis. Through the study we found that based on the mediating effect of brand attachment, the content experience and interactive experience have an positive influence on purchase intention, atmosphere experience can directly positive influence on purchase intention. Based on the conclusions above, the author put forward the corresponding marketing strategy recommendation. The study has certain directive significance for mobile music applications to promote the users’ purchase intention, and has a certain reference significance for the business model development.