중국 오디오 플랫폼 이용 동기가 유료 콘텐츠 구매의도에 미치는 영향

Abstract

The development of mobile technology in China offers a proper environment for the advancement of online audio platforms. The purpose of this study is to understand why people use online audio platforms and investigate how users’ motivation for using online audio platforms influences their flow experience and purchase intention. In this study, the moderating effect of user involvement is also examined. The empirical results show that all four motivations (entertainment, information, sociality, identity) are found to have a positive effect on purchase intention. In addition, all four of these motivation increase consumers’ flow experience, leading to purchase intention. This findings demonstrate that there is a direct correlation between user’s motivation and purchase intention as well as indirect correlation connecting user motivation and consumers' purchasing intentions through consumers’ flow. We also find that the influence of entertainment and identity motives on consumers’ flow experience increases when consumers have high level of user involvement. On the other hand, in terms of information and sociality, there is no moderating effect of user involvement.