Research on Value Perception Psychology in Online Music Consumption among Chinese College Students
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Value perception of online music directly affects whether consumers make a purchase. The higher the perceived value, the greater the consumer’s purchase intention. College students are the main group of online music consumers, occupying a large proportion of online music consumers. A survey of 2,011 college students and a self-developed “Online Music Value Perception Scale for College Students” showed that college students generally have a high perception of the value of online music. There are significant differences in the perceived value of online music among college students in demographic variables such as gender, grade, only child, hometown, major category, and monthly disposable income.
Abstract
Value perception of online music directly affects whether consumers make a purchase. The higher the perceived value, the greater the consumer’s purchase intention. College students are the main group of online music consumers, occupying a large proportion of online music consumers. A survey of 2,011 college students and a self-developed “Online Music Value Perception Scale for College Students” showed that college students generally have a high perception of the value of online music. There are significant differences in the perceived value of online music among college students in demographic variables such as gender, grade, only child, hometown, major category, and monthly disposable income.
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