Research On Users’ Acceptance Willingness And Pricing Mechanism Of Onlinie Music Platform

With the rapid development of the Internet,entertainment applications are developing smoothly.Online music becomes the fifth largest Internet application after instant messaging,search engines,web news and webcasts,and it is an important type of application for daily life.Online music platforms are in good development,but the competition between the music platform is also very fierce.On the other hand,due to the high operating costs of the platform,high price of copyright,low membership conversion rate and limited platform loyalty,the online music industry still has weak profitability.Based on the existing findings of domestic and foreign researchers,tightly combined with the actual development and features of online music platform,a multiple-dimensional research model is established to investigate the influence factors of users’ acceptance willingness.Collect data through questionnaires.Assessed by SPSS 23.0 and AMOS 20.0 software,The results show that perceived usefulness,perceived ease of use and perceived playfulness are the key factors that positively affect users’use of online music platform,perceived service quality positively affect users’ intention by affecting perceived usefulness,perceived ease of use and perceived playfulness.However,perceived cost has no significant effect on users,willingness to use,which has a lot to do with the willingness to pay.Then under these circumstances,this paper analyzed platform pricing mechanism under different market size.On the basis of relevant literature,this paper verified the two-sided market characteristics of online music platform.Then,using salop model to analyze pricing structure and profit level of the platform.Based on the results of the modeling,the conclusions are as follows:The main factors affecting the pricing and profit of the platforn include the number of platforms,the network externalities between users.Price level and price structure for both sides of the users made by platform is limited.In the case of monopoly for both sides users,the profit of the platform is directly proportional to the network externality;In the case of monopoly for one side users,the profit of the platform is directly proportional to the network externality of the ordinary user,and is inversely proportional to the network externality of the advertiser.In the case of user competition for both sides users,the profit of the platform is inversely proportional to the network externality.Furthermore,at the end of this thesis,some managerial suggestions are also made for the Platform operator.