International Comparison On The Influence Of Customer’s Listening Behavior On The Business Model Of Music Streaming Platform

Digital music is an important form of digital content products.Music streaming is a time sequence in the music streaming form of continuous transmission of digital music form,including advertising support on-demand streaming,subscription services and digital customized broadcasting.In recent years,its rapid development has prompted the global music industry continues to recover.This paper takes the customer behavior as the entry point,uses the case study method and questionnaire survey method,takes the music streaming platform as the research object,and compares and analyzes the influence factors of the continuous listening behavior of music streaming platform users at home and abroad based on the user behavior model in an attempt to reveal the optimization direction of the online music platform business model.In this paper,Netease cloud music platform,which discloses users’ listening data,is selected as the domestic case object,while Spotify platform,the largest one in the global market,is selected as the foreign case object.For Netease cloud music,the Python crawler software was used to obtain the user’s basic information and the music listening data for 11 consecutive weeks,and the dynamic panel model was constructed for empirical test.For Spotify platform,sample data are obtained through questionnaire survey,and structural equation model is constructed for fitting test and path analysis.The research results show that music streaming platform at home and abroad,the product function use value,user music assets accumulation and continuous listening habits are positive significant impact on continuous listening behavior,for foreign users,content of service quality and social activity to continue listening to music has a positive role in promoting,but for domestic users,content of service quality and social activity to continue listening behavior had no significant influence.The research in this paper can provide Suggestions for business model optimization of current music platform: domestic music streaming platform should add "immersive experience" contents to improve the use value of the platform;Enrich music social scene and build a full platform user community;Improve the value of membership services,cultivate users listening habits;Optimize cost structure and realize commercial realization.