移动音乐APP用户忠诚影响因素的实证研究

An Empirical Study on Factors Affecting User Loyalty toward Mobile Music App

随着移动互联网的发展,移动音乐APP逐渐成为热门应用之一。探究移动音乐APP用户忠诚的影响因素,有助于更好地揭示用户行为的内在机理。基于VSL框架,将感知价值的收益维度细分为愉悦价值、个性化价值和社交价值,将成本维度细分为感知价格和转换成本,进而构建理论模型。通过问卷搜集328份有效样本,并使用结构方程模型对模型进行验证。结果显示,满意、愉悦价值和转换成本均正向显著影响移动音乐APP的用户忠诚,而满意则受到愉悦价值、个性化价值和转换成本的正向显著影响。此外,满意发挥部分中介作用。

With the development of mobile Internet,mobile music app has increasingly become one of the most popular applications.Exploring the factors that affect user loyalty toward mobile music app will help better understand the mechanism of user behavior.Based on the VSL framework,this study divides the benefical factors of perceived value into hedonic value,personalization value and social value,while focuses sacrifices factors on perceived fees and switching costs.A research model is then developed and further tested via structure equation model using 328 questionnaire data.satisfaction,hedonic value and switching costs have positive and significant effects on user loyalty toward mobile music app,while satisfaction is positively and significantly affected by hedonic value,personalization value and switching costs.In addition,satisfaction plays a partial mediation effect in the model.