A Study on the Impact Mechanism of Users’ Subscription Intention of Mobile Music APP
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This paper aims to study the factors influencing mobile music APP users’ subscription intention based on exploratory analysis. This study constructs a research model based on the Customer Perceived Value Theory, Unified Theory of Acceptance and Use of Technology, and Consumer Devotion Theory. In this study, mobile music APP users were investigated by questionnaire. Meanwhile, the structural equation model analyzed the influence relationship between the variables. Perceived value, interpersonal influence, consumer devotion, and individual paying consciousness directly influenced mobile music APP users’ subscriptions; practical value and hedonic value positively influenced perceived value, while the influence of the economic cost and compilation cost was not significant; online word-of-mouth negatively regulated the influence of perceived value on users’ subscription intention. Mobile music APP managers could develop operational guidelines based on the conclusions of this study.
Abstract
This paper aims to study the factors influencing mobile music APP users’ subscription intention based on exploratory analysis. This study constructs a research model based on the Customer Perceived Value Theory, Unified Theory of Acceptance and Use of Technology, and Consumer Devotion Theory. In this study, mobile music APP users were investigated by questionnaire. Meanwhile, the structural equation model analyzed the influence relationship between the variables. Perceived value, interpersonal influence, consumer devotion, and individual paying consciousness directly influenced mobile music APP users’ subscriptions; practical value and hedonic value positively influenced perceived value, while the influence of the economic cost and compilation cost was not significant; online word-of-mouth negatively regulated the influence of perceived value on users’ subscription intention. Mobile music APP managers could develop operational guidelines based on the conclusions of this study.
참고문헌 (10)
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