SOR和D&M模型下数字音乐平台持续使用意愿研究

Research on Continuous Using Intention of Digital Music Platform Based on SOR Model and D&M Model

分析数字音乐平台持续使用意愿的影响因素,旨在创新数字音乐平台服务模式,增强数字音乐平台的吸引力。以SOR和D&M模型为基础,构建数字音乐平台持续使用意愿研究模型。利用PLS-SEM模型对295份样本数据进行实证检验。结果显示,数字音乐平台的信息质量、系统质量和服务质量积极作用于用户心流体验和满意度;用户心流体验积极作用于满意度;用户满意度和使用习惯积极作用于持续使用意愿。

This paper make an analysis of the influencing factors in continuous using intention of digital music platform,the purpose of which is to innovate the service mode of digital music platform and enhance the attractiveness of digital music platform.Based on SOR model and D&M model,a model for the research of continuous using intention of digital music platform is established.Then,295 pieces of sample data is empirically tested throughthe PLS-SEM model.The results show that information quality,system quality and service quality play an active role in users’mental flow of experience and satisfaction level.Also,users’mental flow of experience has positive impact on users’satisfaction level.Meanwhile,user’s satisfaction level and using habit havean active effect on their continuous using intention.