在线音乐用户付费意愿影响因素的探索性分析

Exploratory Research on the Factors Affecting the Online Music Users'Willingness to Pay

[目的/意义]在线音乐用户的付费意愿是音乐版权保护与产业可持续发展的关键。本文旨在基于探索性分析研究在线音乐用户付费意愿的影响因素。[方法/过程]以顾客感知价值理论、技术接受与使用统一理论、粉丝热忱理论等为依据,构建研究模型,验证所获得的569份有效数据。[结果/结论]感知价值、人际影响、粉丝热忱、个人付费意识直接影响在线音乐用户付费意愿;实用价值、享乐价值对感知价值产生正向影响,经济成本、编撰成本影响未达至显著水平;在线口碑负向调节感知价值对用户音乐付费意愿的影响。音乐平台可基于此制定运营方针。

[Purpose/Significance]The online music users'willingness to pay is the key to the protection of music copyright and sustainable development of the industry.Based on the exploratory research,this paper aims to explore the factors affecting online music users'willingness to pay.[Method/Process]The model was built based on the theory of customer perceived value,UTAUT and the theory of consumer devotion.And then build a model to analyze the sample which size was 569.[Result/Conclusion]Perceived value,interpersonal influence,consumer devotion and individual paying consciousness directly affected users'willingness to pay.Utilitarian value and hedonic value positively affected perceived value.Financial cost and codification cost had no significant influence on perceived value.Online word-of-mouth negatively moderates the influence of perceived value on willingness to pay.The online music platform can make operational policies based on these conclusions.