Shan Yu, Hu Fengdie, Xie Yabo, Bai Lixin, Niyomsilp Eksiri
School of Music and Dance, Xihua University, Chengdu, China.
School of Management, Shinawatra University, Pathum Thani, Thailand.
PLoS One. 2025 Jun 2;20(6):e0324168. doi: 10.1371/journal.pone.0324168. eCollection 2025.
Determining the causal factors influencing college students' willingness to consume digital music in China is crucial given the rapid integration of digital technology with the traditional music industry. Chengdu, as a rapidly developing city in China with a thriving youth culture and a significant presence of higher education institutions, provides an ideal setting to explore the factors influencing college students' willingness to consume digital music. Using a mixed-method approach and a sample of 431 college students from various universities in Chengdu, this research examines the impact of perceived value, behavioral attitude, subjective norms, user participation, user stickiness, and psychological needs on digital music consumption intention. The empirical results show that these factors jointly affect consumption intention, with user stickiness and psychological needs serving as mediators. Specifically, perceived value, behavioral attitude, subjective norms, and user participation have a significant positive impact on consumption intention. These findings provide valuable insights for digital music platforms and the music industry to develop targeted marketing strategies and services tailored to the demands and behaviors of college students in Chengdu.
鉴于数字技术与传统音乐产业的迅速融合，确定影响中国大学生数字音乐消费意愿的因果因素至关重要。成都作为中国快速发展的城市，拥有繁荣的青年文化和众多高等教育机构，为探索影响大学生数字音乐消费意愿的因素提供了理想环境。本研究采用混合方法，以成都各高校的431名大学生为样本，考察感知价值、行为态度、主观规范、用户参与度、用户粘性和心理需求对数字音乐消费意愿的影响。实证结果表明，这些因素共同影响消费意愿，其中用户粘性和心理需求起中介作用。具体而言，感知价值、行为态度、主观规范和用户参与度对消费意愿有显著的正向影响。这些发现为数字音乐平台和音乐产业制定针对成都大学生需求和行为的精准营销策略及服务提供了宝贵见解。
