Research On The Continuous Use Intention Of Music Payment APP Users From The Perspective Of Perceived Value

The digital wave of music is rolling in,which is an opportunity for the development of the industry.At the same time,legalization is the cornerstone and major premise of the development of the industry,regulators,music platforms and record labels in many countries have responded with measures to foster continued growth in the music industry.At the same time,the development of digital music in China has gradually attracted the attention of the state,in May 2017,the national“13th five-year plan” cultural development reform outline included “Music industry development” as a “Major cultural industry project” for the first time,from the top of the national design of the music industry as a strategy,a strategic emerging industry.This also makes it necessary to study the users’ willingness to continue using the paid music apps,and has a great impact on the development prospects of the major paid music apps.Because,only a better understanding of customers,in order to gain more powerful insight into the market and win development opportunities.Based on the above background,in order to explore the continuous use intention of music paid APP users,this thesis,based on perceived value,takes music paid APP users as the object of study,and synthesizes relevant literature and questionnaires,this thesis constructs a research model to explore the continuous use intention and mechanism of paid Music APP users,and puts forward some hypotheses according to the research model.After the questionnaire collection,statistical analysis with SPSS20.0,descriptive statistical analysis,reliability and validity analysis,and correlation analysis all proved these hypotheses well.The results show that:(1)perceived value is the subjective feeling of users when they use the paid music APP,and has a positive effect on their continuous use behavior;(2)perceived usefulness and perceived usefulness are the factors of perceived value that users understand from the perspective of the tools of the music paid APP,and have a positive impact on the perceived value of the music paid APP,(3)perceived content richness is the value of the paid music APP that users understand from the perspective of the content provided by the paid music APP,and has the positive influence to the perceived value.Perceived content richness positively affects users’ perceived value of paid music APP,thus improving their willingness to use it continuously(4)perceived risk has a negative effect on users’ satisfaction to reduce their willingness to use,on the other hand,it has a direct negative effect on users’ willingness to use;(5)perceived entertainment can positively affect the perceived value of the paid music APP to increase the users’ willingness to use the paid music APP;(6)the more satisfied users are with the paid music APP,the more likely they are to increase their willingness to continue using it.Based on the above conclusions,this thesis puts forward the following management suggestions:(1)to improve the convenience of music paid APP;(2)to improve the interaction of music paid APP;(3)to expand the content library of music paid APP;(4)strengthen the security management of the paid music APP.In addition,some prospects of future research are put forward...