Understanding The Willingness To Pay For Mobile Music By Users

Mobile music is born with the popularity of the mobile Internet.Beginning with Netease Cloud Music,all major mobile music platforms in China have begun to deepen community-based operations,strive to achieve differentiation and enhance user stickiness through the "content platform + relationship platform" approach.Participation produces content and content creates value.Based on user's emotional resonance caused by music or music itself,the various participation behaviors on the mobile music platform not only establish a relationship with others,but also effectively promote the production of original content of the community.At the same time,with the strengthening of copyright protection,the promotion of user payment awareness and the convenience of mobile payment,the mobile music industry will become the new growth point of China's economy and the main force of the cultural industry in the future.However,the per capita music consumption level in China is still not high.In order to explore the willingness to pay by mobile music users and mechanism,this study is based on the user participation and perceived value theory,and mobile music is the research objects.In view of literature review and interview data,a conceptual model for exploring the willingness to pay by mobile music users and mechanism is constructed.The research results show that:(1)the user's participation behavior on the mobile music platform(including passive behavior,broadcasting behavior,interactive behavior,creative behavior)and the user's perceived value are important factors affecting their willingness to pay;(2)user participation on the mobile music platform(including passive behavior,broadcasting behavior,interactive behavior and creative behavior)can positively influence their willingness to pay through the mediated role of perceived value;(3)user participation on mobile music platforms(including broadcasting behavior and interactive behavior)has no significant direct impact on their willingness to pay.Other participating behaviors(including passive behavior and creative behavior)have a significant direct impact on the willingness to pay;(4)user participation(passive behavior)on mobile music platforms has a significant negative direct impact on the willingness to pay.However,for users with past payment experience,passive behavior has no significant direct negative impact on willingness to pay.