Factors Affecting Music Sharing Behavior Of Mobile Users On SNS

Internet technology makes people's communication methods different.The online social platform has become the mainstream platform for people to publish and disseminate information.It has also evolved from a simple social function to an integrated social media marketing integration platform.The dissemination of information by the platform gradually replaces traditional advertising marketing.Mobile music is one of the most popular forms of entertainment,and market competition is becoming increasingly fierce.Sharing music on social platforms is an important way for mobile music users to communicate.For mobile music applications,the higher the frequency of appearance on social platforms is more favorable for the promotion and dissemination of their own content.Therefore,exploring the reasons and influencing factors affecting mobile music users to share music on social platforms is of great significance for mobile music applications to improve their services and enhance user activity.Firstly,the research background and significance are elaborated,and the relevant researches about mobile music users,online social platform users and information sharing behavior are reviewed.The development status of mobile music application and online social platform is introduced,and social cognitive theory,theory of reasoned action,planned behavior theory and theory of interpersonal behavior are introduced.It lays a good theoretical foundation for subsequent research.Secondly,according to the verification and supplement of literature review and interview,the main influencing factors of mobile music users sharing music on social platforms are determined,and the latent variables such as affect,social factors,outcome expectations,attitudes,habits and facilitating conditions are defined.It is assumed and constructed a mobile music user online social platform sharing behavior model.Thirdly,questionnaire survey method was used to obtain empirical research data.Questionnaire reliability and validity test were carried out in SPSS.After creating structural equation model in Amos environment,further parameter estimation and fitting degree test were carried out on the model,and the model was corrected and tested again.The empirical research results show that the outcome expectations are expected to affect the user's attitude towards music sharing,among which the most interesting effect is enjoyment in helping others,while the anticipated extrinsic rewards has no significant effect on attitude.Affect and attitude have a significant impact on users' intention to share,and social factors have a relatively weak influence on sharing intention.Sharing intention and habits affect the sharing behavior of users.The influence of adequate facilitating condition on sharing behavior is not obvious,but inadequate facilitating conditions can hinder user sharing behavior.Finally,it puts forward some strategies and suggestions for the development of mobile music platform and encourages the sharing behavior of mobile music users,which provides a reference for mobile music service providers to enhance user's activity and enhance the promotion effect on social platforms.