Research On The Influencing Factors Of College Students’ Willingness To Pay For Online Music

In July 2015,the National Copyright Administration issued the "Notice on Ordering Online Music Service Providers to Stop Unauthorized Dissemination of Musical Works".The mentioned constitution is regarded as the most stringent copyright regulation in the music field by then,and online music payment systems began to develop in China.As the result,the issue of payment became the focus of public attention.In recent years,with the increase of users’ willingness to pay,the WTP(willingness to pay)of online music platform users has also developed continuously,then the related research on users’ WTP became an effective method to optimize the online music payment system.Regarding the college student users of online music platforms as the research object,based on the theory of planned behavior,combined the theory of planned behavior,the theory of perceived value,and related theories of fan economy,a reasonable research hypothesis is pointed out,and the model of the factors which affect the willingness of online music platform college students to pay is established.In addition,designing questionnaires based on semi-structured interviews and related literature,collecting data in the form of questionnaire surveys in colleges and universities,conducting descriptive statistical analysis on the data,constructing structural equation models for hypothesis testing,and sorting out the results,facilitate to analyze the causes of college students’ WTP about online music.Finally,these research methods contributed to the suggestions and directions for future research.Based on empirical research and analysis,there are six conclusions about the influencing factors of online music platform college students’ WTP:(1)Content experience and perceived price significantly positively affect college students’ behavior and attitudes toward music payment;(2)Social experience on online music platform has no effect on WTP for college students’ online music payments;(3)Singer worship significantly affects the attitudes of college students’ on online music payments;(4)Song worship does not significantly affect the WTP for college users;(5)The fan community negatively affects the users’ WTP;(6)The subjective norms,the attitude toward the behavior,and the perceived behavior control significantly have a positive influence on college students’ willingness to pay online music.