双模型视角下音乐用户行为研究
Journal: Economics DOI: 10.12238/ej.v8i2.2303
Abstract
基于技术接受模型和KANO模型构建本文研究模型研究网易云音乐的用户使用行为,研究发现,在探究人际影响对于使用态度的影响,以及在线口碑对于使用态度的影响时,网易云音乐的听歌功能、社交功能和其它功能能起到很好的中介调节作用。并结合文献研究、实证分析、聚类分析等方法,发现网易云音乐目前存在的主要四个问题：在线口碑中负面评价较多；曲库资源不足影响用户体验；社交功能过于繁杂；消费板块的设计有待完善。从低成本破圈营销巩固存量用户；扩充版权曲库资源；完善社交功能设计；延伸音乐价值产业链四个方面提出了解决策略,帮助网易云音乐推动品牌化建设道路,提高企业的核心竞争力。
Keywords
技术接受模型；KANO模型；在线口碑
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[3] Kano N,etal.Attractive quality and must-be quality [J].The Journal of Japanese Society for Quality Control, 1984,14(2):39-48.
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[6] Szajna,B.Empirical evaluation of the revised technol ogy acceptance model[J].Management science,1996,42(1):85-92.
[7] Igbaria,M.,T.Guimaraes,G.B.Davis.Testing the determina nts of microcomputer usage via a structural equation model [J].Joumal of Management Information Systems,1995,11(4):87 -114.
[8] 陈香,邱大鹏.基于模糊Kano模型与TOPSIS法的产品设计研究[J].图学学报,2019,40(02):315-320.
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