A Research On The Factors Influencing Young Users’ Willingness To Pay For Digital Music Applications

Under the background of copyright protection and anti-monopoly policies,China’s digital music industry is developing rapidly and its market scale is expanding continuously.However,the payment rate of digital music application users is still at a low level,and the payment income accounts for a relatively low proportion of the overall revenue.At the same time,high copyright costs also make digital music enterprises bear a relatively large development pressure.The main user group of digital music applications is young users,a group that is growing relatively fast and whose share of users in all age groups is still expanding.Therefore,it is of strong pertinence and practical significance to enhance young users’ willingness to pay for digital music applications.Taking young users as the research object,this study explores the factors influencing the willingness to pay for digital music applications,which will play a certain positive role in improving the willingness to pay of young users,promoting the growth of digital music application membership service income and alleviating the development dilemma of digital music enterprises.Based on the theory of perceived value,this paper constructs a model of factors influencing the willingness to pay,and combines relevant literature to incorporate variables such as trust and alternative attractiveness into the model,and uses multiple regression analysis method to study the factors influencing young users’ willingness to pay for digital music applications.Bootstrap mediation test method is used to test the mediating effect of alternative attractiveness on the relationship between free mentality and willingness to pay.The results show that among the four dimensions of perceived value of payment,the emotional value,functional value and price value perceived by young users have a significant positive prediction effect on the willingness to pay.Perceived alternative attractiveness has a significant negative predictive effect on willingness to pay.Among all the influencing factors,alternative attractiveness plays the most important role in explaining young users’ willingness to pay,and plays a mediating role in the relationship between free mentality and willingness to pay.This study also examines the effect of trust on young users’ willingness to pay,and finds that trust positively moderates the relationship between emotional value and willingness to pay.In addition,the study also finds that there is no significant linear correlation between young users’ copyright awareness and their willingness to pay,nor between their perceived social value and their willingness to pay,and discusses the research results.By studying the influencing factors of young users’ willingness to pay for digital music applications,this paper puts forward policy suggestions for digital music applications.First,attract young users to try membership experience in a free way.Second,provide a better feature experience for paying users.Third,optimize the emotional experience of paying users;Fourth,create a positive brand image;Fifth,price paid membership services reasonably.This study can provide theoretical value and guidance for the practice of increasing young users’ willingness to pay in China’s digital music industry,and can have a positive impact on the benign development of digital music enterprises and the overall progress of the digital music industry.