Research On The Impact Factors Of Consumers' Purchase Intention Of Digital Music APP Membership

The digital music APP is the most important way to listen to music nowadays.Till December 2018,the number of online music users has reached 576 million.With the upgrading of China's consumption structure,consumers have a higher demand for quality,user experience,and personalized service.In addition to the increase of copyright purchase,improving the music quality,and launching more personalized services,music platforms are paying more attention to the construction of the paid membership system.However,in 2017,China's digital music subscription rate is only 4%,which is quite lower than the global streaming media subscription rate,and the monthly fee per user is dramatically lower than the average global market level.The enormous online music user community did not generate a booming industry.This article focuses on the factors affecting the intention of purchasing music APP membership and proposes strategies to increase the purchase intention.This paper sorted out the domestic and foreign references on the theory of purchase intention,the status of China's digital music market,pirated music,etc.The author summarized the current state of China's mainstream music platforms and compared the digital music APP membership modes.Based on these theoretical foundations,this paper summarized and proposed three factors,monetary cost,functional value and social influence,that affect consumers' purchase intention of digital music APP membership.The author introduced copyright awareness and consumption experience as moderators to construct the theoretical model.The author distributed and collected the questionnaires.Descriptive statistical analysis,reliability test,validity test and regression analysis were carried out using SPSS and SmartPLS.The moderating effects of copyright awareness and consumption experience were tested to verify the hypothesis.After data analysis,the following conclusions were obtained:(1)Functional value and social influence positively affect consumers' willingness to purchase music APP membership.(2)Monetary cost has a negative effect on purchase intention.(3)Copyright awareness has a positive moderating effect on the relationship between functional value and purchase intention.(4)Copyright awareness has a negative moderating effect on the relationship between social influence and purchase intention.(5)For groups without consumption experience,social influence has a greater impact on consumers' willingness to purchase digital music APP membership.Based on the conclusions obtained,this paper proposes strategies to increase consumers' willingness to purchase digital music APP membership.