【作者】 张婷婷；

【导师】 潘玉；

【作者基本信息】 辽宁大学 ， 新闻与传播（专业学位）， 2025， 硕士

【摘要】 当前,音乐与各类音频、视频、短视频深度融合,构建了更具感官冲击的互联网景观。人们对音乐体验的需求与日俱增,这不仅体现在国内音乐市场规模的稳步增长上,也体现在用户对在线音乐平台的使用行为上。用户对音乐APP的使用行为呈现为跳跃、摇摆的特点,如在一次连续性使用过程中从一个平台跳转到另一个平台,或者在间隔性使用时打开不同的平台,通过平台切换的方式满足多样化音乐需求、提升自身的体验感。本研究关注到音乐用户的平台摇摆行为,并从当下平台研究重点关注的用户体验角度对其展开研究,一方面有助于拓展和完善音乐平台用户体验的测量量表、丰富用户行为的研究视角,另一方面为在线音乐行业的现实发展提供一定参考。本研究主要探讨用户体验对音乐平台摇摆行为的影响,基于理性行为理论、技术接受理论、感知价值理论聚焦音乐平台的使用,主要采用问卷调查法,辅以非参与式观察法展开研究。本研究通过非参与式观察法对不同音乐平台的设计、功能及特点等进行了解,通过音乐平台评论区、社区以及社交媒体平台用户的讨论、评价、反馈等对平台用户体验和平台摇摆动因进行整体性观察和记录,制作观察表,为具体研究变量选取和后续阐释提供实际基础。本研究主要使用问卷调查法,在问卷设计阶段根据已有量表对本研究的变量进行量表设计,包括视觉设计、信息获取、内容体验、听觉体验、交互使用、社交体验六个自变量,感知价值中介变量,平台摇摆行为因变量以及编撰成本、个人付费意识两个调节变量。最后对数据进行分析,以验证假设,得出结论并进行思考。研究结果表明,在用户体验对平台摇摆的直接影响中,用户的信息获取、内容体验与社交体验对音乐平台摇摆行为具有显著的正向影响。在用户体验对平台摇摆的影响中,感知价值在视觉设计、交互使用对平台摇摆行为的影响中起到完全中介的作用,感知价值在信息获取、内容体验、听觉体验、社交体验对平台摇摆行为的影响中起到部分中介的作用,中介作用的存在一定程度上解释了用户体验中部分变量不显著的问题。编撰成本与个人付费意识在用户体验对感知价值的影响中起到部分调节作用,编撰成本在信息获取、内容体验、社交体验对感知价值的影响中具有正向调节作用,对感知价值具有显著的负向影响;个人付费意识在内容体验、听觉体验对感知价值的影响中具有正向调节作用,对感知价值具有显著的正向影响。本研究的结论验证了用户体验会对音乐平台摇摆行为产生正向影响,其中不同的影响因素产生的作用不同,因素之间的相互影响可能会弱化不重要的因素而凸显平台摇摆的主要体验因素。同时,本研究纳入了对当前音乐用户多平台编撰成本、付费意识的考虑,有助于勾勒当前在线音乐平台用户的使用特征及潜在影响因素,推进学界、行业对平台用户的多样认知。最后,本研究认为平台摇摆行为一方面是用户个体能动性的体现,其通过对不同平台的认知和调配利用,在可供性的基础上实现音乐体验的多元满足,另一方面平台摇摆行为形成的底层逻辑在于音乐平台之间存在的差异性和不兼容,音乐平台基于各自的资源分别满足用户不同层面的体验,而用户在部分体验缺失的情况下通过平台分配、组合使用进行内容、功能等体验上的补偿。在行业现状难有改变的背景下,平台应更多发现用户尚未被满足或尚未被发现的需求,占据这些利基以改进音乐产品或服务,提升用户体验,增强用户粘性,由此才能为平台和行业的长远发展提供坚实的基础和推动力。更多还原

【Abstract】 Currently,music has deeply integrated with various types of audio,video,and short videos,creating a more visually and aurally impactful internet landscape.The demand for music experiences is increasing day by day,which is not only reflected in the steady growth of the domestic music market size but also in the usage behavior of users on online music platforms.The usage behavior of users on music apps shows a characteristic of"swinging",such as jumping from one platform to another during a continuous usage process,or opening different platforms during intermittent usage,to meet diverse music needs and enhance their own experience through platform switching.This study focuses on the swinging behavior of music users on platforms and conducts research from the perspective of user experience,which is currently a key focus in platform research.On the one hand,it helps to expand and improve the measurement indicators of user experience on music platforms and enrich the research perspective on user behavior.On the other hand,it provides certain references for the practical development of the online music industry.This study mainly explores the impact of user experience on the swinging behavior of music platforms.Based on the Theory of Reasoned Action,Technology Acceptance Model,and Perceived Value Theory,it focuses on the use of online music platforms.The main research methods are questionnaire survey and non-participatory observation.Through non-participatory observation,the functional design and characteristics of different music platforms are understood.Through the discussion,evaluation and feedback of users in the comment sections,communities and social media platforms of music platforms,the overall observation and record of platform user experience and the reasons for platform-swinging are made.Observation tables are made to provide a practical basis for the selection of specific research variables and subsequent explanations.The questionnaire survey method is used to conduct research.In the questionnaire design stage,the variables of this study are designed based on existing scales,including six independent variables:visual design,information acquisition,content experience,auditory experience,interactive use,and social experience;the perceived value as the mediating variable;the swinging behavior of the platform as the dependent variable;and the codification cost and personal payment awareness as two moderating variables.Finally,the data was analyzed to verify the hypothesis,draw conclusions and reflect on them.The research results show that,in the direct impact of user experience on platform-swinging,users’information acquisition,content experience and social experience have a significant positive impact on the swinging behavior of music platforms.In the impact of user experience on platform-swinging,perceived value plays a fully mediating role in the impact of visual design and interactive use on platform-swinging behavior,and a partially mediating role in the impact of information acquisition,content experience,auditory experience and social experience on platform-swinging behavior.The existence of the mediating effect to some extent explains the problem that some variables in user experience are not significant.Codification cost and personal payment awareness play a partially moderating role in the impact of user experience on perceived value.Codification cost has a positive moderating effect on the impact of information acquisition,content experience and social experience on perceived value,and has a significant negative impact on perceived value;personal payment awareness has a positive moderating effect on the impact of content experience and auditory experience on perceived value,and has a significant positive impact on perceived value.The conclusion of this study verifies that user experience has a positive impact on the swinging behavior of music platforms.Different influencing factors have different effects,and the interaction between factors may weaken unimportant factors and highlight the main experience factors of platform-swinging.At the same time,this study takes the multi-platform codification cost and payment awareness of current music users into account,which is helpful to outline the usage characteristics and potential influencing factors of current online music platform users,and promote the diverse cognition of platform users in the academic and industry circles.Finally,this study holds that the platform-swinging behavior of users is,on the one hand,a manifestation of individual initiative.Through their understanding and allocation of different platforms,users achieve diverse music experiences based on the available options.On the other hand,the underlying logic of this behavior lies in the differences and incompatibilities among music platforms.Each platform,based on its own resources,caters to different aspects of user experience.When certain experiences are lacking,users compensate by distributing and combining the use of platforms for content and functional experiences.Against the backdrop of the current industry situation being difficult to change,platforms should identify unmet or undiscovered user needs more frequently,occupy these niches to improve music products or services,enhance user experience,and increase user stickiness.Only in this way can a solid foundation and driving force be provided for the long-term development of the platform and the industry.更多还原