Research On The Influencing Factors Of Paying For The Internet Original Music Based On The Theory Of Planned Behavior

With the development of Internet,as an integral part of the online music,the Internet original music began to flourish.With the development and maturity of the MIDI technology,the internet original music is accepted by the wide netizens.Now the internet original is developing from the free consumption pattern to the consumption pattern.How to change the consumption patterns of internet original music and what factors affect the behavior of people's consumption have always been the issues concerned by the professionals.Academic circles focus on the research field of online music.In this study,the behavior that consumers pay for the internet original music as the research object,we explore its influencing factors.The theory of planned behavior as theoretical support,we analysis the current situation and market of consumption for the internet original music in China,and rely on interviews to obtain information.At the same time,we explore the factors that influence the consumption of internet original music.With introducing the present situation of consumption of internet original music and the promotion method and consumption pattern of the consumption of original music in China,the original model of TPB is reconstructed according to the theory of planned behavior and the content of the interview.Finally,we obtain and verify a new research model.The research shows that the behavior intention of the Internet original music audiences is relatively strong.The main reason that the Internet original music can be paid is “Fan Economy”.