The Determinants Of Users'acceptance To Online Music Apps

In recent years the emerging mobile Internet has created enormous productivity and phenomenal economic growth,rangking as the world's leading booming industry,catching all's attention meanwhile.Mobile internet has developed especially fast in China and China's online music apps have provided users with diverse music service.By the end of year 2015,there had been more than 400 million online music app users in China alone.Study the features of online music apps,explore determinants of users' acceptance to the apps and propose advice accordingly will be of both theoretical and practical importance.This paper defines online music apps,introduces the status quo of the market with its business pattern and challenges.Based on the classic Technical Acceptance Model,this paper introduced other variables including perceived playfulness,perceived cost,perceived risk and network externalities to establish the model of determinants of users'acceptance to online music apps.After this,according to the influents,several hypothesis are proposed.Also,a questionnaire is designed and users' data is collected.In terms of data analysis,this paper carries out descriptive analysis,the reliability and validity analysis,correlation analysis,regression analysis,structural equation model validation and independent sample T test comprehensively.Ranked by its influential power,conlusions include that network externalities,perceived usefulness,perceived ease of use,perceived playfulness will be of significant positive influence on users'acceptance;perceived risk and perceived cost will be of significant negative influence on user's acceptance.In addition,different demographic factors such as users' sexuality and experience on online music apps will also affect users' perception.This paper suggests that China's online music apps take these measures:take the social attribute as online music apps' core attribute and carry out a drastic promotion plan;extend diversified apps' music functions and services;simplify apps' using method and create a personalized app style;claim information and financial safety of the apps;actively cooperate with telecommunication operators in data flows and develop comprehensive financial plans to app users;closely follow the step of the ever-changing mobile internet hotspot news;take sexuality into consideration while carrying out promotion plans and releasing new app versions.