大学生在线音乐感知价值的作用机制:基于结构方程混合模型

The Action Mechanism of College Students’ Online Music Perceived Value:Based on Structural Equation Mixed Model

探讨大学生在线音乐感知价值的潜在类型及其在参照群体、购买意向和购买行为中的作用机制。采用大学生在线音乐感知价值量表、参照群体影响量表和在线音乐购买意向量表对2011名大学生进行调查。结果表明:(1)大学生在线音乐感知价值具有明显的潜在类型;(2)在线音乐感知价值在参照群体、购买意向和购买行为之间起部分中介作用;(3)在线音乐感知价值潜在类型同时调节了参照群体对购买意向、购买意向对购买行为的路径。这一结论有助于解释大学生在线音乐购买行为,促进在线音乐产业的发展。

The term “Online music perceived value” refers to the ability of internet users to access(listen to,download,share,etc.) digital music services on a PC or mobile music platform,and based on the consumption context of online music products or services produced by the use of a multidimensional sense of value.A large number of studies have confirmed the impact of perceived value on purchase intention,and even researchers believe that enhancing perceived value is beneficial to promoting consumers’ purchase intention.However,the existing research has neglected the research on the influencing factors of online music perceived value and the relationship between purchase intention and purchase behavior.To explore the relationship between reference group influence,college students’ online music perceived value and purchasing behavior.A survey research method was used in the scales for the college students’ online music perceived value,online music purchase intention,reference group influence administered to 2011 college students.Data were collected and analyzed using Mplus 8.3 and SPSS 26.0 software.The model fitting shows that the mediation model fits well.The mixed structural equation model analyses the moderating effect of the potential online music perceived value of college students on the mediation model.The results show that there are apparent potential types of college students’ online music perceived value.They included the low value group,the middle value group,the high value group,the higher value group and the affective value susceptible group.The high value group,the middle value group,the higher value group,the affective value group and the low value group decreased in turn.In different potential types,the relationship among reference group influence,purchase intention and purchase behavior is not consistent.College students’ online music perceived value is a partial intermediary between the influence of reference groups and purchasing intention and behavior.The potential types of college students’ online music perceived value moderated the mediation model.There was a moderating effect between the influence of the reference group on the purchase intention and the purchase intention on the purchase behavior.In summary,this study builds a mixed structural equation model to reveal the effects of potential online music perceived value on online music purchasing intention and behavior of college students.This research has verified the information cascade theory,the social influence theory and ValueAttitude-Behavior theory.In addition,in future research,firstly,we need to pay more attention to the importance of individual-centered study and ignore individual differences.Secondly,only the influence of potential types of perceived value was analyzed in this study,and stable differences such as gender were not included in the analysis.Any impact on the relationship between reference group effect and purchase intention and behavior needs to be further discussed.Then,future research also needs to focus on the relationship between purchase intention and purchase behavior.This study only uses the existence of purchase experience to describe purchase behavior,which requires further investigation.Finally,the subsequent research can discuss the changing trend of the perceived value of online music through longitudinal research design.