基于消费心理的大学生在线音乐感知价值研究-《集美大学学报（教育科学版）》

文章信息/Info

Title:: Research on the Development Characteristics of College Students’ Perceived Value of Online MusicBased on Consumer Psychology

Author(s):: YE Zi-qing; （Department of Cultural Industry Management，School of Design and Innovation，Fujian Jiangxia University，Fuzhou 350108，China）

Keywords:: online music; perceived value; consumer psychology; college students

摘要:: 在线音乐感知价值会直接影响消费者购买在线音乐行为，感知到的价值越多，购买意向就越大。在线音乐的消费者中，大学生群体占据了大部分，成为在线音乐消费的主力军。通过自编《大学生在线音乐感知价值量表》，对2 011名大学生的调查结果表明，大学生在线音乐感知价值总体较高；大学生在线音乐感知价值在性别、年级、独生子女、生源地、专业类别、月可支配收入等人口统计学变量上存在显著性差异。研究大学生在线音乐感知价值的现状与特点，为大学生在线音乐文化消费心理辅导与教育提供了相关依据。

Abstract:: Perceived value of online music will directly affect consumers’ purchase behavior of online music.The more perceived value ，the greater purchase intention.College students occupy the majority among online music consumers and become the main force of online music consumption.The research conducts a survey of 2011 college students by adopting the self-compiled scale of college students’perceived value of online music,and the result shows that college students’ perceived value of online music is generally high.The perceived value of college students ’ online music is significantly different in demographic variables such as gender ，grade，only child，place of origin，major category，monthly disposable income，etc.This study aims to figure out the current status and characteristics of college students’perceived value of online music，and provides relevant basis for psychological counseling and education of online music culturalconsumption.