An Empirical Study On The Motivation Of User Participation In Online Music Community

Along with the development of the mobile Internet,online music platform through into music resources as the starting point,and makes user participation and content life become a critical point of digital music community to enhance the brand value and platform,but the complexity of the user's psychology and behavior makes the platform properties change face more challenges,so research how to correctly treat community-based online music platform shift,what are the factors drive the user involved in behavior,what are the new features of user behavior,what is the relationship between motivation and use behavior,is of great significance for the sustainable development of the online music community.This paper takes the research on the motivation of users' participation behavior as the entry point,and on this basis extends to the level of incentive strategy and marketing strategy,trying to discuss relevant issues in the actual operation of the platform.In the process of research,the motivation and user participation behavior model is constructed.Through the data analysis of questionnaire survey,it is clear that the model can well describe and summarize the motivation of user participation.The conclusion is drawn that social interaction and critical mass have significant influence on users'participation behavior.The level of contribution called participation can be explained by the different interpretation of satisfaction attitude,habit intensity and user participation type.At the same time,perceived usefulness,social identity cognition and self-efficacy also have a certain impact on the participation and sustainable use of community functions.Through further research,this paper puts forward suggestions for the future development of online music platform:To layout the functions of online music platform based on the user's maximum demand;Conduct differentiated marketing and launch personalized incentive mechanism for different types of users;Make good use of the online music participatory culture formed by users to create content to expand the business model.Several conclusions are presented in this paper is not only expand the research category in the field,improve the overall research framework,also valuable to various online music platform operators,content providers,designers and related departments in the actual business planning,operational management,facing the problems in the application maintenance.The innovation of this paper is mainly reflected in the discussion of take culture and industry,technology and marketing under a framework.The deficiency lies in that the analysis of demographic characteristics in the driver study needs to be further deepened.The empirical analysis takes the streaming media music platform as the research object,excluding other music production and video-oriented content production communities,so its applicability and promotion need to be further tested.