Research On The Evaluation Model Of The Purchase Willingness For The Digital Music Products

Since the music has been invented,it has conquered people with its unique charm and won the favor of the public.The characteristics of the Internet,such as resource sharing,real-time interaction and beyond time and space,have been fully displayed in the music industry.Internet technology to promote digital music market scale display leap at the same time,will also be a new type of digital music products copyright problems into the public eye,in order to curb pirated in the field of music,the national copyright administration released in July 9,2015,the spread of online music providers to stop unauthorized music work notice,notice after the release,the platform of digital music are unauthorized music under the frame,then online music industry copyright battle broke out gradually,copyright prices soared,various digital music platform to pay a lot of capital is not welcome by consumers,Consumers remain enthusiastic about pirated music.If an enterprise wants to make profits and achieve long-term and stable development,it must take money from the pockets of consumers and let them pay for music products.To improve consumers5 willingness to pay for digital music,based on classifing and summarizing a large number of literatures about willingness to pay,I finally established the evaluation index system including the product attributes,product external properties,promotion,music affinity and virtual value perception degree of indicators,at the same time,after analyzing the composition of digital music consumer market I choose the college students as research object in this paper.A questionnaire was designed for the factors in the index system and the questionnaire survey was conducted.The collected datas were analyzed by using the AHP method,and the weight of each influencing factor was determined.The result of weight analysis proved that the evaluation index system of this study was scientific and accurate.The results have shown the internal attributes of products was the factor which has the greatest influence on consumption intention,what following by were promotion and publicity,degree of virtual value perception,external attributes of products and music affinity.According to the result of the analysis,we get the conclusion that Netease cloud music and Kugou music were in a close competition with each other and each index had little difference.Inside the product properties and music affinity on the properties of consumer evaluation of netease cloud music was better than the Kugou music,but on the outside of the product attributes,promotion and virtual value perception degree of index was superior to Kugou music netease cloud music,especially on the virtual value perception degree index,Kugou music had the absolute advantage.In terms of promotion and publicity,both of them had low comments,indicating that consumers were sensitive to price,and the promotion of the two music platforms had not reached the degree of consumer satisfaction.The evaluation index system of digital music product consumption intention proposed in this study contained five indexes,among which the virtual value perception degree,which is one of the contributions of this paper for riching indicator of the existing research on the influencing factors of consumption intention and made the evaluation result more accurate.The research started with the survey results of college students' consumption intention of digital music,using set pair analysis method,cites partial association number and combined with specific examples to predict the development trend of digital music platform,which provided a basis for enterprise strategy formulation.