The Study On The Driving Factors Of Users’ Music Sharing Behavior

With the development of the Internet and the popularization of intelligent devices,network information services are gradually integrated into people’s lives.Social network services are the mainstream among them.Sharing mass media information through social network service platform has gradually become popular.Among them,music,as a popular type of mass media,is a collection of information,culture and emotion.Music sharing has become an indispensable part of music information services and integrated social services.By December 2018,the number of Internet music users in China had reached 576 million,accounting for 69.5% of the total Internet users.A large user group means a variety of information and information service needs and complex behavior patterns,while the academic research on music sharing is relatively scarce.It is necessary to fully tap the user behavior in order to provide more humanized and personalized services.The purpose of this study is to explore the role of emotional and cognitive drivers in users’ music sharing behavior,and the influence of personality traits of different users on the driving role.A total of 362 users of music sharing service were collected in this study.Aiming at the emotional drivers,this study explores the effects of emotional arousal,emotional types,emotional valence and emotional location points on users’ sharing behavior.In terms of cognitive drivers,this study explores the effects of social interaction,impression management,information sharing and entertainment needs on users’ sharing behavior,and analyses the interaction between emotional and cognitive drivers.And the moderating effect of user personality traits on the driving forces of these two factors.The purpose of this study is to explore the complex driving role of user music sharing and provide suggestions for promoting user music sharing behavior and optimizing information service experience.This study uses literature research,simulation experiment,questionnaire survey,mathematical statistics analysis and structural equation to analyze the driving factors of user’s music sharing and their driving factors.The main results are as follows:First,in the emotional driving role of user music sharing behavior,behavior intention is affected by emotional arousal and emotional type,while emotional potency and emotional location almost have no effect.And the role of emotional drivers depends on the level of cognitive drivers;secondly,in the cognitive driving role of user music sharing,the driving role of Impression Management driving role > Information Sharing driving role > Entertainment driving role > Social Interaction driving role;thirdly,in user music sharing behavior,the interaction between emotional and cognitive driving factors will affect their sharing line,and to a certain extent,it will conceal their separate roles.Fourthly,the personality traits of users play a negative regulatory role on the role of emotional and cognitive drivers to a certain extent.