Research On The Influencing Factors Of UTAUT-based User Acceptance Of Music APP

Smart mobile terminals have become one of the indispensable items in people’s daily lives in the current mobile information era.At the same time,with the rapid development of mobile terminals and wireless network technology,people’s consumption concepts have gradually changed with the continuous growth of the national economy.Material needs are beginning to shift to spiritual needs,and the quality of online entertainment applications should be continuously improved to gradually meet the increasing spiritual and cultural needs of the people.This is an opportunity and a challenge for the entertainment industry.How to occupy a place in the online music industry is not easy for music apps.At present,with the high concentration of the entire music market,users are gradually becoming saturated.At the same time,the music APP market has serious software homogeneity,low user usage,and ineffective feedback from users.As a product that directly interacts with users,how to learn from many music apps? Standing out is something worth thinking about.If you want to get more attention and attract more users,the most important thing is to discover the needs of users and cater to them to the greatest extent.Therefore,it is important to understand the needs of users.The reason why QQ Music was chosen as the case study is that it has a huge user base and that QQ Music,as a music app under Tencent,is protected and influenced by many industrial chains,so the development of QQ Music is more representative.Its research is meaningful.This paper takes the integrated technology acceptance and use as the core theory,by adding perceived risk as a control variable for regulation,and constructing a measurement model of the factors affecting users’ acceptance of music apps.Collect data from users of QQ Music in the form of questionnaire surveys,and conduct research on the collected data through statistical analysis of data.Based on the research hypothesis,the interaction between the variables in the measurement model is tested.Studies have shown that users’ willingness to use and convenience conditions will directly and positively affect users’ behavior in using music apps,and users’ expectations of effort,community influence,and performance expectations will indirectly and positively affect users’ behavior,and users are subject to perceived risks.The influence will negatively affect the user’s behavior.It also puts forward reasonable suggestions around the situations and problems encountered by users in the process of using QQ Music,in order to provide some new ideas for the practical activities of music apps,and also provide a new perspective for case studies of the same type.