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

互动体验模式对在线音乐应用的顾客行为影响研究－以感知价值作为调节变量

Name: Rui Hu

LCSH: Customer behavior

LCSH: Interactive marketing

LCSH: Music -- Social aspects

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

Abstract: 随着互联网技术的发展，数字音乐已成为人们生活中必不可少的一部分，能 够帮助人们舒缓身心，减少压力，也可促进人们之间的交流。目前，在线音乐有 多种平台，比较知名的主要有QQ 音乐、网易云音乐、酷狗音乐等，不同的音乐 平台有着不同的用户规模，这可能与平台自身的功能、内容等因素相关。本文则 主要分析互动体验模式对在线音乐应用的顾客行为影响，并探讨感知价值在其中 所起到的调节作用。 本文首先阐述研究背景、研究意义、在线音乐应用和互动体验模式以及现在 的研究现状。然后进行文献分析，包括中国音乐市场及在线音乐应用情况、互动 体验模式探讨、感知价值探讨等。之后对研究变量进行分析，构建模型，并提出 假设。接着对相关数据进行分析，包括描述性统计、回归分析、相关性分析等。 最后则对全文进行总结，并提出一些建议。 通过分析，本文发现互动体验模式正向影响顾客行为；互动体验模式正向影 响顾客的感知价值；感知价值在互动体验模式和顾客行为间起调节作用。因此， 对于音乐平台而言，应注重提升顾客的感知价值，这样才能促使其更加主动应用 在线应用，并为此进行付费

Rangsit University. Rangsit University Library

Address: PATHUM THANI

Email: rattanapornn@rsu.ac.th

Name: Yang Shuchen

Role: Advisor

Created: 2023

Modified: 2568-07-30

Issued: 2025-07-30

วิทยานิพนธ์/Thesis

application/pdf

chi

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Business Management

Grantor: Rangsit University

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