An exploratory analysis of factors influencing online music users' willingness to pay
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The willingness of online music users to pay is the key to the protection of music copyright and the sustainable development of the industry. This paper aims to study the influencing factors of online music users' willingness to pay based on exploratory analysis. Based on the theory of customer perceived value, the unified theory of technology acceptance and use, and the theory of fan enthusiasm, the research model is constructed. Validate the obtained 583 valid data. Through analysis, I got that perceived value, interpersonal influence, fan enthusiasm, and personal payment awareness directly affect online music users' willingness to pay; practical value and hedonic value have a positive impact on perceived value, and the impact of economic cost and compilation cost has not reached a significant level; Online word-of-mouth negatively moderates the impact of perceived value on users' willingness to pay for music. Music platforms can formulate operating policies based on this.
Abstract
The willingness of online music users to pay is the key to the protection of music copyright and the sustainable development of the industry. This paper aims to study the influencing factors of online music users' willingness to pay based on exploratory analysis. Based on the theory of customer perceived value, the unified theory of technology acceptance and use, and the theory of fan enthusiasm, the research model is constructed. Validate the obtained 583 valid data. Through analysis, I got that perceived value, interpersonal influence, fan enthusiasm, and personal payment awareness directly affect online music users' willingness to pay; practical value and hedonic value have a positive impact on perceived value, and the impact of economic cost and compilation cost has not reached a significant level; Online word-of-mouth negatively moderates the impact of perceived value on users' willingness to pay for music. Music platforms can formulate operating policies based on this.
참고문헌 (14)
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