디지털 음악 접근 플랫폼의 사용자 체험 요소가 고객 충성도에 미치는 영향에 관한 연구: 지각된 유용성, 지각된 유행성의 매개 효과 중심으로

서지정보

· 발행기관 : 한국컴퓨터정보학회
· 수록지 정보 : 한국컴퓨터정보학회논문지 / 24권 / 7호 / 45 ~ 52페이지
· 저자명 : Weiwei Zhang

초록

With the popularity of mobile Internet and smart phones, the domestic digital music access platform has entered a period of rapid development. Existing studies in the academic circle have shown that experience has a positive impact on user perception and loyalty. However, the research on the relationship between brand loyalty, user perception and user experience of Internet products has not received much attention. Starting from the brand loyalty theory and user experience theory, this paper explores the mechanism of user experience, user perception and brand loyalty of digital music access platform. Based on the development status of digital music access platform in China, the purpose is to explore how the user experience of the mainstream digital music access platform can affect Usefulness Perception, Epidemic Perception. And to explore how the Usefulness Perception, Epidemic Perception can affect users' brand loyalty. also further explore the role of users' perception in this process to understand the relationship between brand and user experience.
In practical operations, 398 formal questionnaires were issued online to collect first-hand data, and reliability analysis, factor analysis, correlation analysis and hypothesis analysis were carried out successively on the data in the later stage.
Through research, it is found that the user experience of digital music access platform has a partial significant impact on the perception and loyalty of applications. The visual presentation and emotional feelings of digital music access platform are positively correlated with the perceived usefulness of applications. The visual presentation and emotional feelings of digital music access platform are positively correlated with the perceived popularity of applications. The e perceived usefulness and perceived popularity of the digital music access platform are positively correlated with the loyalty of the application. Through this research, it has certain guiding significance to the promotion of digital music access platform's brand loyalty degree.

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