在线音乐平台用户体验对重复购买行为的影响--在线评论的调节效应

The impact of online music platform user experience on repeat purchase behavior--Moderating effect of online comments

以用户体验为出发点,基于在线音乐平台为研究对象,结合在线评价进行调节分析,构建研究模型并加以实证研究,探讨用户体验对重复购买的影响。提出了研究框架,开展问卷调查,对收集的数据进行分析,得出以下结论:用户体验中的感官性、情感性、可用性、功能性这几个影响因素均对重复购买行为有显著的正向影响关系,在线评价在用户体验对重复购买行为中有显著的调节关系,在调节方向上呈现反向影响的调节关系。

Taking the user experience as the starting point,based on the online music platform as the research object,combined with the online review to conduct adjustment analysis,build a research model and conduct empirical research to explore the impact of user experience on repeat purchase.Literature review proposed the research framework,carried out a questionnaire survey,and analyzed the collected data.The conclusions are as follows:the sensory,emotional,usability and functionality of user experience have a significant positive impact on repeat purchase behavior.Online evaluation has a significant regulatory relationship between user experience and repeat purchase behavior,showing a negative regulatory relationship in the direction of regulation.