Research On User Behavior And Willingness Of Mobile Audio Platform In The Era Of "Ear Economy"

The development of society has enabled us to move forward faster toward the goal.The fast rhythm has become the norm of life,and our attention will become more distracted.However,mobile audio can be separated from time and space,and naturally integrate into various fragmented scenes of public life with its unique accompaniment,becoming an increasingly important part of people’s digital life.Nowadays,high-quality audio content is pouring into the mobile Internet,so we have named this period as the "Ear Economy" era.With the advent of the "Ear Economy" era,the mobile audio industry has also shown a trend of development,and this area has ushered in the best development opportunities.Although the market potential of domestic "Ear Economy" is huge,we should also see that the proportion of paid users in the overall user is still relatively low.The domestic mobile audio industry not only needs to improve the service level comprehensively,but also needs to explore the factors that affect user usage behavior and willingness to pay from the perspective of users.Therefore,this paper not only studies the behaviors and habits of mobile audio platform users,but also builds research models based on satisfaction theory,rational behavior theory and perceptual value theory,in order to deeply analyze the main factors affecting the user’s willingness.It provides operative measures for all parties in the domestic mobile audio industry chain to improve the user’s stickyness,so that it can attract more potential users while retaining existing users.Through empirical analysis,data were collected through questionnaire survey,and the research model was verified by structural equation model(SEM).The results show that users with different demographic characteristics have certain differences in their willingness to pay.In addition,user perceived entertainment and perceived cost have a positive influence on user perceived value,experience ease of use and subjective norms has positive influence on customer satisfaction,user perceived value and user satisfaction have a positive influence on the willingness of users to pay,and the user satisfaction with the product and service can also indirectly affect the willingness of users to pay by affecting the perceived value of the user.Finally,through the collation of the research conclusions,this paper provides some suggestions for the future development of the mobile audio platform,and then looks forward to the follow-up research.