Research On NetEase Cloud Music User Interaction Behavior

With the advent of the Internet era and the rise of mobile terminals,the proportion of mobile Internet access has continued to increase.As of June 2017,the number of mobile internet users in China has reached 724 million,an increase of 28.3 million compared to the end of 2016.The rise of entertainment APP has also become a common platform for Internet users in China,and music,as a necessity for people's lives,has become one of the most basic needs of Internet users.In the “2017 China Online Music User Insight Report” released by IMedia Consulting in October 2017,the scale of the current online music market is still steadily expanding,with mobile online music users accounting for nearly 62.7% of mobile Internet users.More than 80% of users listen to music for more than half an hour.Music APP is a high-frequency,high-viscosity application type for users.In the current music market,various types of music products emerge in endlessly,and their good product features,rich music resources and high-quality user experience attract more and more users.This article is divided into six chapters,and uses a combination of qualitative and quantitative methods to study the main user groups,interactive mechanisms,user psychology and user interaction of Netease Cloud Music.It is related to the factors.Through the use of SPSS statistical analysis tools,It reveals three main factors affecting user interaction: user personality,user motivation,and product characteristics.In terms of user personality,users with high extroversion and users with high neuroticism will love to interact more.In terms of user motivation,they mainly include the user's communicative motivation,entertainment motivation,and self-presentation motivation.The author uses multiple linear regression analysis.It is found that the user's motivation for use has the greatest impact on the interaction.Therefore,the motivation of the user in the Net Ease cloud music plays a vital role in enhancing the interaction efficiency,and provides a good idea for the better user experience of NetEase cloud music.In the product characteristics of Netease Cloud Music,Netease CloudMusic's personalized recommended song function,self-created song list function,listen to songs while watching comments and music social functions affect the user's interaction,the user is using NetEase cloud music is In order to find like-minded friends,leisure time and self worth are met.