Research On User Participation Behavior Of Music Virtual Community From The Perspective Of Social Capital

In the era of mobile Internet,the online music industry continues to develop with the rise of mobile terminals.Up to December 2022,the scale of online music users in China has reached 729 million,and the user scale advantage of online music has been expanding.The domestic music industry has formed two strong patterns,namely the Tencent music matrix represented by QQ Music and Kugou Music and the Net Ease music matrix represented by Net Ease Cloud Music.By creating a music virtual community model with music plus social,Net Ease Cloud Music takes user-generated content as the flashpoint,leads the music industry to develop towards community,and promotes China’s digital music into the era of mobile socialization.Therefore,Net Ease Cloud Music has a strong representative position in the music virtual community,and its research has certain reference significance.From the perspective of social capital,this paper explores the influence of social capital on user participation behavior in music virtual community,and constructs a user participation behavior model of music virtual community,which can provide reference for music virtual community to promote user participation behavior and improve user experience.Through the analysis,this paper concludes that(1)trust,reciprocal norms,and common language in music virtual communities have significant positive effects on users’ onlooker participation;(2)social interaction,reciprocal norms,shared vision,identity and trust have significant positive effects on expression participation;(3)trust and common language have a significant positive impact on users’ expression participation;(4)the moderating effect of social support between common language and onlooker participation;Social support moderates between social interactions,identity,common language,shared vision,and expression participation.Finally,based on the empirical conclusions and the results of user interviews,this paper makes suggestions from four aspects: optimizing user needs,technology-empowered communities,precision emotional marketing and social fission communication,so as to promote user participation in music virtual communities.