移动音乐平台用户持续使用意愿影响因素探析  

A Study of Factors on Continuous Usage of Mobile Music Application

作　　者：石珂 陈涛[1] SHI Ke;CHEN Tao(School of Economics and Management,Guizhou Normal University,GuiYang 550000,Guizhou,China)

机构地区：[1]贵州师范大学经济与管理学院

出　　处：《安顺学院学报》2019年第6期121-125,共5页Journal of Anshun University

摘　　要：论文基于网络外部性、承诺、感知易用性和感知有用性构建了移动音乐平台持续使用意愿影响因素的研究模型。研究结果表明,满意度和承诺对用户持续使用意愿有直接影响,网络外部性中感知互补性以及感知有用性、感知娱乐性对用户持续使用意愿有间接影响,最后根据结论提出了相关建议。By taking into consideration of the network externality,customer commitment,perceived ease of use and perceived usefulness,this paper established a theoretical model for analyzing the factors that impact people continuously using those Mobile Music Application.Date was analyzed with structural equation modeling.The results indicated most assumptions were proved to be solidly true,and people’s satisfaction and customer commitment toward the Mobile Music Application bring direct influences on their continuous usage,while other factors like perceived complementarity amid network externality,perceived usefulness and perceived enjoyment play an indirect role.Finally,some suggestions were put forward based on the conclusions.

关 键 词：移动音乐平台 持续使用意愿 网络外部性 承诺 

分 类 号：G206[文化科学—传播学]