Users' Continuous Usage Intention Of Mobile Music Platform

As the fourth largest mobile application with 470 million users,mobile music applications are with the characteristics of high traffic,high user activity and high user stickiness.As an important part of the entertainment industry,the mobile music industry has a bright future.BAT,NetEase and other Internet giants and the competing pursuit of capital have made the mobile music market competition particularly fierce.Among the main mobile music platforms,NetEase Cloud Music as a rising star,has an excellent performance in user growth and retention,while it has the five characteristics of mobile music platforms:content quality,rich content,socialization,accurate personalized recommendation,listening music in scenes.So we choose NetEase Cloud Music as an example to study.On the basis ofprevious research,this paper defines the concept of mobile music platform with the definition of mobile music in the mobile music industry reports.Based on the theory of technology acceptance,flow,social presence,switching cost and satisfaction,this paper combines the characteristics of mobile music platforms and extracts the relevant factors to construct the research model of users' continuance intention of mobile music platform.And this research collected data though the questionnaire survey method.In the empirical analysis stage,after descriptive analysis of the samples,based on the test of the reliability and validity of the questionnaire,the relevant model and hypotheses were tested by WarpPLS 5.0.The main conclusions are as follows:Perceived Usefulness affects the Continuance Intention directly,and indirectly achieves a positive effect on Continuance Intention by Satisfaction.C ontent Quality has an indirect positive impact on Continuance Intention by Satisfaction and Flow Experience.Perceived Playfulness has a significant positive effect on Continuance Intention,and it achieves a positive effect on Continuance Intention indirectly by Flow Experience.Social Presence has an indirect positive effect on Continuance Intention by Satisfaction.Perceived Switching Cost has a significant positive effect on Continuance Intention.And then,based on the conclusions,we look forward to the future development trend of the mobile music platforms,and provide suggestions for the further development of the mobile music platforms from four aspects:1)Enhance sociality,and more rational information organization,2)Constantly enrich the content and the forms of the content,and compete for copyright advantage,3)Make personalized recommendations better and more accurate,4)Fully take advantages and build barriers with differentiation.Finally,this paper discusses some limitations which could be further improved and perfected in the future studies.