Research On The Influencing Factors Of Consumer Behavior In Singing Class APP

With the further popularization of the Internet and smart phones, the mainstream APP increasingly intense competition in the industry. Unicorn APP have formed in various industries. Facing with such fiercerivalry, the major development companies have to look into the various market segments. As one of the most widely used app, the singing class of music app market segment has great potential and profitability space.However, singing class APP is positioned between tools and entertainment APP, and the user's willingness are not consistent. So it means significant for various companies to increase user's willingness of using music APP.This article made a research based on literature of theory of customer behavior and factors that other type APP influence customers. It constructed a model of factors that influence user's willingness to use singing class APP. This model is based on technology acceptance, and combines with features of singing class APP and product operation strategy in music app industry. It adds entertainment sense, influent and delight perception and subjective norm, which is able to change personal characteristic into control variable.Through empirical research, this article takes Likert scale questionnaire survey. First, the pre-survey questionnaire, based on the findings of the questionnaire were investigated. Finally we got the final questionnaire. And through QQ questionnaire distributed in network. A total of 230 valid questionnaires. After finishing these questionnaires to obtain relevant data. These data were descriptive statistical analysis, reliability analysis, validity analysis, correlation analysis, regression analysis and partial correlation analysis. Culminating in the user wishes to use the model revised. Concluded from the study, perceived usefulness, perceived entertainment, perceived ease of use, influent and delight perception have positive influences. Perceived ease of use and influent and delight perception have positive impact on perceived usefulness. Perceived ease of use, influent and delight perception and subjective norms have a positive impact on the perception of entertainment. Subjective norm has a positive impact on influent and delight perception.In the end, combined with research, this article gave an optimizing product operation strategy against the whole industry, and provided related suggestions for the future development.