A Study On The Influence Of Gen Z Users’ Online Music Usage Motivation On Their Online Music Consumption Intention

With the music platforms led by Tencent and Net Ease showing great development potential in recent years,China’s online music market is experiencing a transition from free to paid,with various models such as subscription membership,digital album purchase and paid online concerts emerging.However,there are still a series of problems in China’s digital music industry,such as weak awareness of copyright protection,poor content production and imperfect market mechanism,and the digital music payment rate is relatively low,and there is still much room for improvement.At the same time,Generation Z,which has grown up along with the Internet,has high consumption potential and can even influence the consumption trend of audio and entertainment.Therefore,it is important to explore what motivates Gen Z users to use online music and how these motivations affect their willingness to consume online music for the sustainable development of the online music market.Based on the theories of “use and satisfaction” and motivation theory,this paper introduces the variable of perceived substitutability and constructs a motivation-perceived substitutability-intention to consume research model.The study analyzes the influence of the motives of online music use(information,time,entertainment,and emotional connection)on the willingness to consume online music.At the same time,this study analyzes the mediating role of perceived substitutability in the relationship between usage motivation and consumption intention.This paper uses online questionnaires to obtain sample data,SPSS26.0 software to analyze the valid data obtained,and uses reliability and validity analysis,descriptive statistics analysis,correlation analysis,and regression analysis and mediation effect test to verify the research hypotheses and models proposed in this paper.Through theoretical discussion and empirical analysis,this paper mainly concludes that:Gen Z users’ information motivation,pastime motivation negatively influence their online music consumption intention,while entertainment motivation and emotional connection motivation positively influence their online music consumption intention;perceived substitutability partially mediates between motivation and consumption intention,and perceived substitutability is significantly negatively related to consumption intention;information motivation and pastime motivation are significantly positively related to perceived substitutability,while entertainment motivation and emotional connection motivation are significantly negatively related to perceived substitutability.Based on the findings,the paper concludes with practical suggestions for the future development of the online music market.