Analysis On The Influencing Factors Of The Willingness To Paymusic Consumption

With the rapid development of Internet technology,the digital music industry has developed and expanded.By the end of 2017,the number of users of music platform has reached 548 million.For a long time,enjoying free music is also a way to cultivate consumption habits on the Internet.In recent years,influenced by copyright protection,music platform has launched paid music.As far as the survey is concerned,the promotion of paid music is not very optimistic.The survey results show that nearly half of users disapprove of music fees.How to guide users to accept paid music in the future is a big problem.The purpose of this paper is to study the factors that affect users' purchasing of paid music,to help the music platform understand more accurately the psychological path of users' consumption decision-making,and to improve the conversion rate and user stickiness of paid users.In this paper,the research status at home and abroad and the purchase intention of users are sorted out and analyzed,the value acceptance model and the theory of planned behavior are integrated,and the influencing factors model of users' purchase of paid music is constructed.On this basis,referring to the mature research scales of the predecessors,combined with the characteristics of paid music,the questionnaire of this paper is designed.In the process of questionnaire survey,pre-survey and formal survey were carried out respectively.Data were collected by sampling method of typical survey.SPSS and AMOS software were used to carry out empirical analysis of the data.With regard to the user level analysis,the age,gender,income,education level,average time spent listening to music every day,types of favorite music and academic distribution with different attitudes towards music fees were analyzed.On the level of paying users,we use the binary selection model to analyze the characteristics of paying users.We find that gender,monthly income level and the type of music they like are not the main factors affecting whether users buy paid music or not.It is easier for young people with high educational background who listen to music for more than half an hour a day and agree with music fees.Become a paying customer.It shows that young people play the main role in music consumption,and their preferred consumption mode is month-round membership,which has a higher cost-effective ratio and enjoys more rights and interests.From the results of structural equation model,perceived entertainment and resource acquisition difficulty not only indirectly affect purchase intention by affecting perceived value,but also directly affect purchase intention.Perceived cost,perceived usefulness and perceived ease of use,subjective attitude affect purchase intention by affecting perceived value.In music purchase intention model,perceived entertainment and resource acquisition difficulty affect purchase intention by affecting perceived value.Subjective norms have no significant effect on subjective attitudes and purchase intention.Finally,combined with the research results and the existing problems of the current music platform payment model,the following suggestions are put forward: first,reasonable pricing,establish reasonable pricing standards and models;second,music platform should continue to carry out copyright integration cooperation to improve user experience;third,explore new business models to achieve a reasonable combination of multiple modes.To meet the needs of different users;Fourth,to build a good environment for public opinion.