Competitive Evaluation And User Stickiness Analysis Of Music APP In The Era Of Paid Music

With the development of mobile Internet and the popularization of mobile intelligent terminal,in order to realize various functions of PC terminal conveniently and quickly,all kinds of APP came into being,music APP is one of them.In order to explore the user preferences in using music APP and the differences of these preferences,this paper uses chi square test,independent sample t-test,variance analysis and other methods to make a comprehensive description of user portraits,analyzes the audience groups of different types of APP and the reasons for different attitudes towards copyright,and accordingly provides feasibility for the development of various APP and the normalization of copyright Suggestion.In the second part of this paper,the evaluation of the competitiveness of each APP is divided into four criteria: playback function,social value,music library resources and immersion experience.The weight of each indicator is determined by entropy weight method,so as to establish a reasonable comprehensive competitiveness evaluation model.After setting the weight of the indicators,because there are many indicators involved,TOPSIS evaluation method is used to compare the competitiveness of four popular APPs and find out their advantages and disadvantages.In a comprehensive view,QQ music is currently the APP that receives the highest user evaluation.The third part of the article is to explore the factors that affect user stickiness through SEM model.The results are as follows: first,ease of use significantly positively drives user stickiness and satisfaction;second,usefulness significantly positively drives user stickiness and satisfaction;third,service quality significantly positively drives user stickiness;fourth,satisfaction positively drives user stickiness and plays an intermediary role;Fifth,conversion motivation indirectly drives user stickiness by negatively driving satisfaction.The fourth part is to use logistic regression to explore the impact of demographic variables on users' second use intention and social interaction,and find the following conclusions: first,gender has no significant impact on users' second use intention;second,age has a negative impact on users' second use intention;third,monthly income also has a negative impact on users' second use intention Department;fourth,the frequency of listening to songs every week has a significant positive impact on the second use intention;fifth,the attitude toward copyright has a significant negative impact on the second use intention.The more support for the normalization of music copyright,the lower the second use intention;the most influential independent variable is the number of songs currently downloaded / collected by the user.When the user downloads or collects more songs in a certain software,the more he / she will use this software The stronger the dependency of components,the higher the conversion cost.In the analysis of the influence of demographic variables on users' social interaction,we found the following conclusions: in the first year,age has a negative effect on social interaction;secondly,education level has a significant positive effect on social interaction;thirdly,listening frequency has a significant positive effect on social interaction;fourthly,copyright concept has a positive effect on social interaction.