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논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2019.7
- 수록면
- 53 - 60 (8page)
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With the gradual in-depth use of social elements, music social networking has attracted more and more attention and discussion in the industry. Therefore, starting from the user experience theory and purchase intention theory, this paper explores the mechanism of user social experience and purchase intention in mobile music applications, and adds the mediating role of brand attachment on the basis of literature research. Based on previous studies on user experience measurement of social network and evaluation report of mobile music applications in the industry, and combined with in-depth interviews of users, whether the user experience of mobile music applications, which pays more and more attention to social elements, has an impact on purchase intention or not? What specific social experience can help form purchase intention? Are mediating variables at work?
In practice, a total of 398 formal questionnaires were collected to obtain first-hand data. Later, reliability analysis, factor analysis and structural equation model test were carried out successively to verify the hypothesis.
According to the results of empirical research, firstly, content experience, atmosphere experience and interactive experience in users" social experience of mobile music applications have a significant impact on brand attachment, secondly, atmosphere experience has a significant impact on purchase intention, and thirdly, brand attachment has a significant impact on users" purchase intention. Fourthly, brand attachment plays an intermediary role in the relationship between users" atmosphere experience and content experience and purchase intention. Based on the above research conclusions, the author puts forward corresponding marketing strategy Suggestions, which have certain guiding significance for mobile music applications to improve users" purchase intention, and have certain reference significance for the development of mobile music applications and the expansion of business model.
In practice, a total of 398 formal questionnaires were collected to obtain first-hand data. Later, reliability analysis, factor analysis and structural equation model test were carried out successively to verify the hypothesis.
According to the results of empirical research, firstly, content experience, atmosphere experience and interactive experience in users" social experience of mobile music applications have a significant impact on brand attachment, secondly, atmosphere experience has a significant impact on purchase intention, and thirdly, brand attachment has a significant impact on users" purchase intention. Fourthly, brand attachment plays an intermediary role in the relationship between users" atmosphere experience and content experience and purchase intention. Based on the above research conclusions, the author puts forward corresponding marketing strategy Suggestions, which have certain guiding significance for mobile music applications to improve users" purchase intention, and have certain reference significance for the development of mobile music applications and the expansion of business model.
목차
Abstract
I. Introduction
II. Theoretical literature
III. research method
Ⅳ. Analysis Result
IV. Conclusions
REFERENCES
참고문헌 (15)
참고문헌 신청
J. Kim / 2017 / What do consumers prefer for music streaming services? : A comparative study between Korea and US / Telecommunications Policy 41(4):263~272
S. C. Brown / 2017 / Why go to pop concerts? The motivations behind live music attendance / Musicae Scientize 21(3):233~249
S. Nagy / 2017 / The Impact Of Country Of Origin In Mobile Phone Choice Of Generation Y And Z / Journal of Management and Training for Industries 4(2):21~31
W. Alexander / 2019 / Willingness to use mobile technologies for data collection in a probability household panel / Survey Research Methods 13(1):1~12
K. Kampfer / 2017 / Touch-flavor transference : Assessing the effect of packaging weight on gustatory evaluations, desire for food and beverages, and willingness to pay / PloS one 12(10):23~34
S. C. Brown / 2017 / Why go to pop concerts? The motivations behind live music attendance / Musicae Scientize 21(3):233~249
S. Nagy / 2017 / The Impact Of Country Of Origin In Mobile Phone Choice Of Generation Y And Z / Journal of Management and Training for Industries 4(2):21~31
W. Alexander / 2019 / Willingness to use mobile technologies for data collection in a probability household panel / Survey Research Methods 13(1):1~12
K. Kampfer / 2017 / Touch-flavor transference : Assessing the effect of packaging weight on gustatory evaluations, desire for food and beverages, and willingness to pay / PloS one 12(10):23~34
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