期刊论文

Investigating User' Switching Behavior of Mobile Music Platform Based on PPM Model——An Empirical Examination on Netease Cloud Music

中文

现代情报

1008-0821

2018

38

8

3-11

10.3969/j.issn.1008-0821.2018.08.001

国家社会科学基金重大项目(13&ZD183)/国家自然科学青年项目(71503097)

本校为第一机构

[目的/意义]随着国民经济的持续增长,人们的消费从物质需求转向精神需求,移动音乐平台的发展迎来新的增长点。本文基于PPM模型,以网易云音乐为研究对象,通过实证方法分析用户在移动音乐平台之间的转移行为。[方法/过程]本文将不满意度作为推动因素（Push Factor）,将财务转移成本和关系转移成本作为锚定因素（Mooring Factor）,将网络义务性和相对匮乏性作为拉动因素（Pull Factor）,假设其对用户的转移过程有影响,其中相对匮乏性由情感相对匮乏性、经济相对匮乏性和功能相对匮乏性所反映。[结果/结论]结果显示,不满意度、网络义务性和相对匮乏性都正向显著影响移动音乐平台用户的转移意愿,且用...

[Purpose/Significance] With the growing of the national economy,people’s consumption has shifted from material needs to spiritual needs. The development of the mobile music platform comes across a new growth point.Based on the Push-Pull-Mooring model,this paper takes Netease Cloud Music as the research object and analyzes the user’s switching behavior in the mobile music platform through the empirical method. [Method/Process] This paper assumed that the dissatisfaction as push factors,financial costs and switching costs as mooring factor,netw...