Abstract
In this study, the user’s selection factors (UGC service, content sufficiency, content diversity, pricing plan, personalization, system quality) were derived for the music streaming service ‘YouTube Music’, and their effect on satisfaction and continuous use intention was empirically investigated. To this end, a survey was conducted on 314 YouTube Premium subscribers who mainly listen to music through YouTube Music. As a result of the analysis, among the selection factors, only personalization, system quality, content sufficiency, and pricing plan had significant positive effects on the satisfaction and continued use intention of YouTube Music users, but UGC service and content diversity did not. The implications of YouTube Music and other domestic music streaming providers according to the study results were discussed.
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