在线音乐消费研究述评

Review on Research of Online Music Consumption

在线音乐指用户通过网络在音乐平台获取数字音乐的服务,具有经济性、便捷性、多样性等特点。在线音乐已形成自身的产业价值链、收费模式和盈利模式。影响在线音乐消费的因素是多方面的,既有消费者个人心理因素如感知价值、人格、偏好等,也有群体乃至社会层面的因素。今后,在线音乐消费研究应以大学生群体为主要对象,将消费者个体、参照群体及社会等三方面因素纳入考察框架,加强并深入开展以感知价值结构及其对购买行为的作用机制为核心的在线音乐消费心理与消费行为研究。

Online music refers specifically to the services that users use to obtain digital music on music platforms via the Internet,which has many characteristics such as economy,convenience,and diversity,etc.Online music has formed its own industrial value chain,charging model and profit model.A lot of factors will have an influence on online music consumption.Not only personal psychological factors of consumers such as perceived value,personality,prefer ences etc.,are included,but also factors of the group and even social levels as well.In the future,research on online music consumption should focus on college student groups,and include three factors,namely,individual consumers,reference groups,and society,into the investigation framework.What is more,strengthen and deepen the research of online music consumption psychology and consumption behavior with the focus on perceived value structure and its effect on purchase behavior as the core.