［目的/ 意义］ 随着国民经济的持续增长，人们的消费从物质需求转向精神需求，移动音乐平台的发展迎来新的增长点。本文基于 PPM 模型，以网易云音乐为研究对象，通过实证方法分析用户在移动音乐平台之间的转移行为。 ［方法/ 过程］ 本文将不满意度作为推动因素 ( Push Factor) ，将财务转移成本和关系转移成本作为锚定因素 ( Mooring Factor) ，将网络义务性和相对匮乏性作为拉动因素 ( Pull Factor) ，假设其对用户的转移过程有影响，其中相对匮乏性由情感相对匮乏性、经济相对匮乏性和功能相对匮乏性所反映。［结果/ 结论］ 结果显示，不满意度、网络义务性和相对匮乏性都正向显著影响移动音乐平台用户的转移意愿，且用户的转移意愿正向显著影响其实际转移行为，而转移成本则对用户的转移意愿无显著影响。
［Purpose / Significance］ With the growing of the national economy，people's consumption has shifted from material needs to spiritual needs． The development of the mobile music platform comes across a new growth point． Based on the Push－ Pull－ Mooring model，this paper takes Netease Cloud Music as the research object and analyzes the user's switching behavior in the mobile music platform through the empirical method． ［Method / Process］ This paper as- sumed that the dissatisfaction as push factors，financial costs and switching costs as mooring factor，network obligation and relative deprivation as pull factors have influence on the user's switching process． And the lack of deprivation was reflected by the relative lack of emotional，relative lack of economy and the relative lack of function． ［Result / Conclusion］ The re- sults showed that dissatisfaction，network obligation and relative deprivation all positively affect the user's switching inten- tion，and the user's switching intention positively affects their actual switching behavior． However，the capital assets and the relationship switching cost had no real impact on user's switching intention．
夏立新王凯利程秀峰
华中师范大学信息管理学院
科学交流与知识传播
PPM 模型; 移动音乐平台; 用户转移; 网易云音乐
PPM model; mobile music platform; users' switching behavior; Netease Cloud Music
社会科学基金重大项目 基于多维度聚合的网络资源知识发现研究( 13＆ZD183 ) 国家自科基金 基于 QSIM 的图书馆移动用户群体行为模拟与学习兴趣引导研究( 71503097 )
夏立新,王凯利,程秀峰.基于 PPM 模型的移动音乐平台用户转移行为研究[EB/OL].(2022-07-07)[2024-04-29].https://coaa.istic.ac.cn/preprint/3444825.点此复制
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