Research on the influence of interactive experience mode on customer behavior of online music application : taking perceived value as moderating variables

Abstract

With the development of Internet technology, digital music has become an indispensable part of people's life, helping people relax their mind and body, reducing stress, and promoting communication among people. At present, there are various online music platforms, the more well-known ones are QQ Music, NetEase Cloud Music, Kugou Music, etc. Different music platforms have different user scales, which may be related to the functions and content of the platforms themselves. This study mainly analyzes the impact of interactive experience mode on customer behavior of online music applications and discusses the moderating role of perceived value in it. This study first describes the research background, research significance, online music application and interactive experience mode, and the current research status. Then, literature analysis is conducted, including Chinese music market and online music application, followed by discussion on interactive experience mode, and discussion on perceived value. The studied variables are then analyzed, while models are constructed, and hypotheses are formulated. After that the relevant data are analyzed through descriptive statistics, regression analysis, correlation analysis, etc. Finally, the complete research is summarized, and some suggestions are proposed. Through the analysis, this study found that the interactive experience model positively affects customer behavior; the interactive experience model positively affects the customer's perceived value; the perceived value plays a moderating role between the interactive experience model and customer behavior. Therefore, for music platforms, there should be a focus on improving the perceived value of customers, so as to encourage them to actively use online applications and pay for them