How Can China’s Music Streaming Platforms Improve Their Competitiveness?
Executive Summary
The research has investigated the impacts of user selection factors and user payment factors on the satisfaction level of the current customers of the online music streaming platforms. Site color, design of the site, access to a vast library, low subscription fees and ample subscription options impact on consumer satisfaction that ultimately improves competitiveness of the platforms as well.
Table of Contents
5. Quantitative research methodology. 10
5.2 Quantitative results and analysis. 11
6.1 Linking with objective. 16
Appendix I: Interview transcript 19
Appendix II: Survey Questionnaire. 22
Appendix III: Q11: Subscription of platforms. 25
Appendix IV: Frequency of responses (Q11) 28
Appendix V: Usage frequency of music streaming platforms. 29
Appendix VIII: Preference of music platforms (Q6) 34
Appendix X: Impact of platform design factors (Q8) 40
Appendix XI: Influence of external factors (Q9) 42
Appendix XII: Causes of switching music platforms. 44
1.Introduction
1.1 Background
Music streaming platforms provide the scope of accessing an ample amount of music libraries oversubscriptions from which the listeners can listen to music. The total streaming revenues of China have reached US$13.4 billion. This is almost the 2/3rd of the music revenues globally as per the data of 2020 (thechinaguys.com, 2021). The trend of popularity of the Chinese music platforms was increasing since the onset of 2017. In that year China has become one of the top ten music streaming markets in the world (thechinaguys.com, 2021).
As per the data of 2018, the prominent competitors of the Chinese music streaming market are Kugou music, QQ Music and NetEase Cloud music with market shares of 37.25%, 29.55% and 11.86% (Statista.com, 2021). According to Li, Hsu and Chen (2013), variety of the music library, sound effects, and lack of advertisement interruption of the online music platforms, affordable subscription rate and different types of subscription plans are some of the factors that impact the satisfaction of the subscribers of the online streaming platforms.
1.2 Problem Definition
The main purpose of the research is to focus on the trend of increasing subscribers of the online music streaming platforms of China and investigate the factors that are improving customer satisfaction. Increased customer satisfaction has been considered as an important indicator of improved competitiveness as well. In 2019, the total number of online music consumers in China was 750 million and the forecast is that the number may get rise to 800 million by the end of 2023 (Statista.com, 2021). Thus, identifying the strong market competitors and the satisfaction of the subscribers is important to understand the entire scenario.
1.3 Research objectives
Aim
The aim of the research is to find out the impacts of the user factors and payment factors in improving the customer satisfaction of the Chinese music streaming platforms in relation to increased competitiveness.
Objectives
- To find out the user selection factors that are helping the Chinese music streaming platforms like NetEase Cloud music to improve their customer satisfaction as an indicator of improved competitiveness
- To investigate the factors related to user payments that are causing increased numbers of music platform subscribers in China as an indicator of customer satisfaction and competitiveness.
1.4 Hypothesis
Hypothesis 1: H0: Users are not satisfied with their music platform
Hypothesis 2: H0: subscription intention factors do not influence the customer satisfaction along with the competitiveness of selecting online music platforms
Hypothesis 3: H0: Post-subscription factors do not influence the customer satisfaction
2. Literature review
With the increase in the using social media platforms, other digital platforms have also been included in the normal life of individuals. Over the years, the performance of online music streaming platforms has been increased. There are certain factors that play important role in accelerating the number of paid customers of the online platforms (Morris and Powers, 2015). The factors include Smartphone adaptations, expansion of the music consumption nature of the subscribers, the increased popularity of the online streaming platforms and integration of the music platforms with the social media platforms (Hracs and Webster, 2021). As per the viewpoint of Kim and Kim (2020), it can be said that content superiority is one of the main attributes of choosing online streaming platforms. Up to date, an interesting and diverse range of songs helps the subscribers to choose their desired music platforms. Datta, Knox and Bronnenberg (2018), have revealed that advertisement-supported and free streaming of the music items on the online platforms generally enhances the subscribers of other similar channels. Subscribers do not prefer any kind of interruption while listening to music and like to find exactly the song that they want to hear. Due to these reasons number of subscribers with a paid subscription is getting increased (Datta, Knox and Bronnenberg, 2018). Uninterrupted streaming is thus one of the user’ selection factors. As soon as the subscribers purchase a subscription, they get to know that no marginal costs are related to the additional listening of the songs. Generally, monthly subscriptions within an affordable range are mostly preferred by consumers (Hiller and Walter, 2017). Thus, it can be said that user payment factors also play an important role in improving the satisfaction level of the subscribers.
Behavioral intention and customer satisfaction are interrelated with each other in the case of online music streaming platforms. The performance level of the online platforms is measured by the means of exclusive music content, high sound quality level, a diverse range of song styles, design aesthetics, lack of advertising, usage of favoritecolor (Park, 2020). The values associated with the subscription packages help in encouraging the subscribers to avail specific subscription packages. With the price hike, the subscribers expect that the song offerings are also going to be increased. If this does not happen then it may reduce the satisfaction level of music consumers (Settyet al., 2014).
From the study of different researchers, it can be said that globally majority of the music streaming platforms use the ‘Freemium’ business model to attract possible subscribers. In this business model, a company or a music streaming platform offers its basic features of that platform at free or low cost initially (Settyet al., 2014). With this approach, the subscribers experience the musical journey provided by the platform. Freemium is considered a technique of increasing initial consumer interest among music lovers (Khong, 2019). Therefore, it can be said that triggering the subscribers initially can help the music platforms to gather subscribers. After gathering the subscribers trying to improve their satisfaction level can be easier.
Expectancy value concept theory deals with the customer satisfaction of the consumers. The motivation for customer satisfaction is determined by two factors that include expectancy and value (Doménech-Betoret, Abellán-Roselló and Gómez-Artiga, 2017). Expectancy reveals the urge of specific things that are needed by consumers and value reveals the needs of that specific thing has to the customers. Applying the key concept of the expectancy-value theory, it can be said that features that attract customers can be helpful in satisfying themselves if met properly (Hultet al., 2019).
| Independent Variable 1: User Payment Factors |
| Extended Benefits and Experience in Free |
| Price Promotion |
| Reasonable Range |
| Membership Fees |
| Independent Variable 2: User Selection Factors |
| Situation |
| External Influence |
| Content |
| Design |
| Dependent Variable: Satisfaction of Current Subscribers |
| Control Variables AgeGender |
| Independent Variable 1 User Payment Factors |
| Extended Benefits and Experience in Free |
| Price Promotion |
| Reasonable Range |
| Membership Fees |
| Independent Variable2: User Selection Factors |
| Situation |
| External Influence |
| Content |
| Design |
| Dependent Variable: Satisfaction of Current Subscribers |
| Control Variables AgeGender |
Figure 1: Conceptual Framework
3. Qualitative research
3.1 Research methodology
The qualitative research has been conducted using the interview approach. As the current data analysis has aimed to test the predetermined concepts of customer satisfaction with other factors. This research does not deal with the creation of new theory rather depends on testing the established concepts. Therefore, a deductive approach has been chosen here. The interview has been done in some cases through telephonic communication and in other cases via online video conferences (Woiceshyn and Daellenbach, 2018). Total 3 sales managers of the leading Chinese music streaming platforms have been selected for the interview process. The three platforms are NetEase Cloud Music, QQ Music and Kugou Music. The discussion was done based on the keywords of the responses provided by the managers. A copy of the questionnaire is attached in Appendix I.
3.2 Qualitative findings
Keeping the search option simple
Not all subscribers are masters at handling mobile applications. Therefore, keeping the search options simple is essential to attract them. This strategy is being utilised by NetEase cloud music. Kuoguo on the other hand provides the scope of vast free song search to attract new consumers. Easy service is one of the user attractants in this case.
Interruption free services
Display of advertisements within music and interruption are major turn-offs for the online music platform subscribers. Even after the finishing of the free trial period, QQ music still extends the interruption-free music listening option for one month.
Improvement of the regional song library
Different people have different tastes. Consumers love it when they feel valued. Thus redesigning the musical library as per cultural factors is a good initiative of NetEase.
Free service options
People love when they get extra benefits at a certain rate. Music lovers like to hear their favorite songs again and again thus free downloading option provided by QQ music is highly attractive.
Effective usage of web analytics
Making the customers feel valued is a successful approach to satisfying them. As Kugou Music provides individual taste-based song options ahead of the audiences, they feel excited to subscribe to the services.
Diverse payment options and subscription packages
Different people are comfortable with different payment options. NetEase is trying to keep as much as payment options possible for a subscription. Haste free payment confirmation can satisfy the customers.
Package affordability
With monthly and yearly subscription options, Kugou music is planning to offer a monthly subscription to the consumers, so, that they can choose their likely services.
Focusing on cultural music taste
Not many platforms value the cultural music taste of the subscribers. Thus, the cultural option can attract music lovers to NetEase.
Improvising payment options
The availability of diverse payment options can help in attracting consumers. This may ensure interruption-free music service to the subscribers.
Launching discounts and monthly surprises
Consumers love to get discounts and surprises. Based on this intention Kugou Music has offered discounts and they are also planning to surprise the customers with new surprises.
4. Research variables
User payment factors (independent): Reasonable range, membership fees, price promotion, extended benefits and experience in free time, Independent: aspects of satisfaction.
User selection factors (independent): Content, design, external and situation.
Dependent variable:Are you generally satisfied with the music platform you are currently using?(Satisfaction of current subscribers)
5. Quantitative research methodology
5.1.1 Research method
Following the deductive approach, quantitative research has been done using an online survey. The survey has been conducted using Qualtrics. The survey questionnaire is attached in Appendix II. Minimal cost usage is the advantage of the online survey process.
5.1.2 Sampling design
A simple random sampling has been followed to select the 105 final survey respondents. Among the Chinese music lovers, 59 are female, 43 are male and 3 are unidentified. Mainly the medium-aged Chinese music lovers are included in the consideration and the age range is 18-34 and above. Most of the respondents are within the 23-28 age range.
5.1.3 Questionnaire design
5.1.4 Analytical consideration
In order to measure the central tendency of the responses, descriptive statistics have been done. The frequency of the responses in some cases has been represented by graphs. Further analysis to assess the connection between the independent and dependent variables have been done using the regression analysis.
5.1.5 Ethics
The research has been conducted following all the ethical standards and the identity of the respondents has not been disclosed. In order to discard the vulnerable people, the sample only includes people above 18 years of age.
5.2 Quantitative results and analysis
5.2.1 Respondent profile
Figure 2: Gender
(Source: Self-created)
Figure 3: Age group
(Source: Self-prepared)
From the above two graphs, it can be said that more than 50% of the respondents are female and around 40% are male. Around 50% of the respondents belong from 23-28 age groups.
5.2.2 Descriptive result
Demographic [Appendix III]
Highest mean is reported for the intensity of buying membership with a value of 2.25 and the lowest mean is observed in case of gender (1.68). Standard deviation ranges from 0.544-1.194. Thus, it can be said that the data values are not highly dispersed from the mean values.
Q11 Subscription of music platforms
As per appendix IV that represents the subscription rates of the consumers of different music streaming platforms, it can be said that NetEase has highest subscription rate (60 frequency), QQ Music (54 frequency), Kugou Music (9 frequency), Apple Music (16 frequency), and YouTube Music (5 frequency) and others (10 frequency).
Q1 Usage frequency of music streaming platforms
As per Appendix V, Most of the music subscribers have used NetEase Cloud music (86 frequency) followed by QQ Music (83 frequency), Kougou Music (32 frequecy), YouTube (11 frequency), Apple (32 frequency) and others (8 frequency).
Q4,12,13,14,17 Most used platform, Reasonable range, Membership buying frequency, membership fees
From the Appendix VI, it can be said that highest mean is noted in membership buying frequency (3.51) and the lowest is recorded for mostly used streaming platform (1.84). The range of standard deviation is within 1.84-3.20, thus it can be said that the sample values are not highly dispersed from the mean values.
Q4 Usage
Figure 4: Usage rate
(Source: Self-developed)
Around 50% of the respondents use NetEase platform while negligible amount of respondents use the Kugou music platform.
Q12 Range of membership fees
Figure 5: Membership fee range
(Source: Self-developed)
More than 40% of the respondents have said that they can afford a subscription fee of 11-20 Yuan range. While a negligible amount of the subscribers can afford fees more than 40 Yuan.
Q13: Frequency of buying membership
Figure 6: Frequency of buying membership
(Source: self-prepared)
Around 30% of the respondents have said that they purchase subscriptions in monthly and consecutive monthly manner. More than 25% respondents purchase annual memberships.
Q14: Satisfaction
50.5% of the respondents have said that they are satisfied with the current music platform they are using and 4.8% respondents are not satisfied with the current platforms.
Q17: Charging extra
Majority of the survey respondents (38.1%) have said that they can bear extra charges to get improved services of the music platforms. 16.2 % respondents have said that they do not support extra pay for additional services.
Q6: Preference of music platforms
Referring to Appendix VIII, it can be said that the means range from 1.84-3.53. The standard deviation ranges from 1.047-1.321. Thus, it can be said that data values are not highly dispersed from the sample mean.
Highest usage frequency (52) has been recorded for NetEase Cloud music and the lowest is for others (4). Most of the respondents have said that high level of sound quality is imporatnt to choose music platforms (33 frequency). 38 frequency levels of respondents have said that song style diversity is important.
Q15, 16: Satisfaction with related aspects before and after becoming music platform member (Appendix IX)
Most of the survey respondents in their satisfaction related answer before becoming the member of the music platform have said that high sound quality is most important with a mean value of 3.49. The standard deviation for all the parameters in this case range between 1.001-1.276. Thus, it can be said that data values are not dispersed from the mean values.
Q7: Impact of the subscription factors (Appendix X)
The sample means fall in the range of 3.30-3.61. Therefore, it can be said that equal amount of respondents have been collected for each parameter. The range of standard deviation is also 1.244-1.314. Thus, it can be said that data values are moderately dispersed from the mean values.
Respondents with a frequency rate of 32 have said that membership fee affects their choices. 27 frequency rate respondents have said that price promotion affects their choice. Respondents with 35 frequency rate said that extended benefits trigger them to buy subscriptions. People with 32 frequency rate have replied that free experience of online music platforms appeal them most.
[Refer to Appendix X (design factors), Appendix XI (influence of external factors), Appendix XII (Causes of switching platforms)]
5.2.3 Regression (Appendix XIII)
The R value of the regression model 1 and 2 – both are almost same indicating that impact of independent variables has no different impact before or after subscribing music platform. ANOVA test has shown that users are generally happy with their music platforms as F result is significant.Membership fees, design, no-ad, reviews of store, content’s quality, color of site are significant in model 1 (before subscribing) and these factors have significant impact on the satisfaction of the consumers who are currently using online music streaming platforms. Music libraries, sound quality, range of membership fees, design, reviews, quality, cost, exclusive content, diversity of song, not much advertisements and color are significantly predicted in model 2 (after subscribing) and these factors have significant impacts on customer satisfaction of current music platform subscribers. All null hypotheses are rejectedand alternatives are accepted.
6. Conclusion
6.1 Linking with objective
User selection factors
From the two regression models, it can be said that platform design, store review, content quality, site color, music library, sound quality, reviews, song diversity, lack of advertisements are some of the user selection factors that impact on the current subscribers’ satisfaction.
User payment factors
Referring to model 1 and 2, it can be said that membership fees, cost of monthly charges, high rated packages are some of the factors that have significant impact on the satisfaction level of the currents subscribers’.
6.2 Recommendation
- Improving the site color and the user ability of the online sites can help to improve customer satisfaction.
- Introducing a number of subscription packages at low rate can improve customer satisfaction.
- Easy search options and availability of a vast music library can help the online streaming platforms to improve customer satisfaction and eventually competitiveness.
Appendices
Appendix I: Interview transcript
Q1. As per your opinion which design change factor has helped to attract more subscribers to your online music streaming platform? Easy usage or No excessive advertising? Kindly elaborate.
| Managers | Responses |
| Sales Manager of NetEase Cloud Music | “We have changed the usability of the music platform. Subscribers can just type 2 keywords to find out the song of their choice.” |
| Sales Manager of QQ Music | “We provide interruption-free music experience in just a nominal fee and provide the skipping option for the advertisements as well.’ |
| Sales Manager of Kugou Music | “Easy and free song search make our platform favourite to our subscribers.’ |
Q2. Which strategies have you used to improve the music contents of your concerned platform?
| Managers | Responses |
| Sales Manager of NetEase Cloud Music | “We have tried to cover music and songs from all regions of the world. With latest releases as well as album songs all are available within our music library.” |
| Sales Manager of QQ Music | “We provide extended benefits like unlimited free downloading within a certain period with the renewal of each subscription.” |
| Sales Manager of Kugou Music | “Using our web analytics we stream the music options that may be preferred by the subscribers based on their common tastes.” |
Q3. What are the new subscription options that you are offering to draw more subscribers to your platforms and how?
| Managers | Responses |
| Sales Manager of NetEase Cloud Music | “Monthly, quarterly, yearly all subscriptions options are available. Subscribers can pay with e-wallet, i-phone payments, cards etc.” |
| Sales Manager of QQ Music | “QQ Music offers one of the most affordable packages. One year subscription of our platform is equal to the one-month subscription rate of Spotify.” |
| Sales Manager of Kugou Music | “We are trying to introduce an instant one-day long subscription option along with monthly and yearly packages.” |
Q4. How are you planning to improve the services of your platform in future?
| Managers | Responses |
| Sales Manager of NetEase Cloud Music | “We are planning to introduce a new division in the music class that can help the audiences to choose songs based on their cultural tastes.” |
| Sales Manager of QQ Music | “QQ music is trying to add more payment options for subscriptions. So, that subscribers face no difficulty while playing.” |
| Sales Manager of Kugou Music | “We are trying to launch new discount coupons through luck draw for subscriptions. Each month there will be new surprises for the subscribers.” |
Appendix II: Survey Questionnaire
Q1. Have you ever used the following music streaming platforms？ (You may choose more than one answer) （您是否使用过以下几个音乐流媒体平台？）（多选）
q4. Which of the following music streaming platforms do you use the most？（以下哪个音乐流媒体平台您的使用率最高）
q6. Which of the following platform content factors will influence your choice of music platform? (以下哪些平台内容因素会影响您对音乐平台的选择？)
q7. Which of the following music platform subscription factors will affect your choice of music platform? (以下哪些音乐平台订阅会员因素会影响您对音乐平台的选择?)
q8. Which of the following platform design factors will influence your choice of music platform？（以下哪些平台设计因素会影响您对音乐平台的选择？）
q9. Which of the following external factors will influence your platform choice? (以下哪些外部因素会影响您对平台的选择？)
q10. Which of the following situations would you consider switching to a music streaming platform? (以下哪种情况您会考虑换一个音乐流媒体平台？)
q11. Do you subscribe to any of the following music streaming platforms as a member？（你是否是以下几个音乐流媒体平台订阅会员）
q12. What is the reasonable range of music platform membership fees you can accept? （您可以接受的音乐平台会员费用的合理区间是？）
q13. How often do you buy memberships? （您购买会员的频率是？）
q14. Are you generally satisfied with the music platform you are currently using？（您对您现在使用的音乐平台总体是否满意？）
q15. Before you become a member of the music platform, your satisfaction with the following aspects？（您在没有成为音乐平台的会员之前，您对于以下几个方面的满意程度？）
q16. After you become a member of the music platform, your satisfaction with the following aspects has increased？（成为音乐平台的会员后，您对以下方面的满意度有所提高？）
q17. Do you agree that music platforms should charge users membership fees to provide better content and services? （您是否同意音乐平台向用户收取会员费以提供更优质的内容和服务？）
q18. What is your gender? (你的性别？)
q20. What of the following age groups do you belong to? (您属于以下哪个年龄段？)
Appendix III: Demographic
| Descriptive Statistics | ||||||
| N | Range | Minimum | Maximum | Mean | Std. Deviation | |
| What is your gender? (你的性别？) | 105 | 2 | 1 | 3 | 1.62 | 0.544 |
| What of the following age groups do you belong to? (您属于以下哪个年龄段？) | 105 | 3 | 1 | 4 | 1.68 | 0.714 |
| How often do you buy memberships? （您购买会员的频率是？） | 105 | 3 | 1 | 4 | 2.25 | 1.199 |
| Which of the following music streaming platforms do you use the most？（以下哪个音乐流媒体平台您的使用率最高） | 105 | 5 | 1 | 6 | 1.84 | 1.194 |
| Valid N (listwise) | 105 |
Appendix III: Q11: Subscription of platforms
| Statistics | |||||||
| Do you subscribe to any of the following music streaming platforms as a member？（你是否是以下几个音乐流媒体平台订阅会员） NetEase CloudMusic (网易云音乐) | Do you subscribe to any of the following music streaming platforms as a member？（你是否是以下几个音乐流媒体平台订阅会员） QQ music (QQ音乐) | Do you subscribe to any of the following music streaming platforms as a member？（你是否是以下几个音乐流媒体平台订阅会员）Kugou music (酷狗音乐) | Do you subscribe to any of the following music streaming platforms as a member？（你是否是以下几个音乐流媒体平台订阅会员） Apple Music （苹果音乐） | Do you subscribe to any of the following music streaming platforms as a member？（你是否是以下几个音乐流媒体平台订阅会员） YouTube Music （YouTube 音乐） | Do you subscribe to any of the following music streaming platforms as a member？（你是否是以下几个音乐流媒体平台订阅会员） other （其他） | ||
| N | Valid | 60 | 54 | 9 | 16 | 5 | 10 |
| Missing | 45 | 51 | 96 | 89 | 100 | 95 | |
| Mean | 1.00 | 1.00 | 1.00 | 1.00 | 1.00 | 1.00 | |
| Median | 1.00 | 1.00 | 1.00 | 1.00 | 1.00 | 1.00 | |
| Mode | 1 | 1 | 1 | 1 | 1 | 1 | |
| Std. Deviation | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | |
| Minimum | 1 | 1 | 1 | 1 | 1 | 1 | |
| Maximum | 1 | 1 | 1 | 1 | 1 | 1 | |
Appendix IV: Frequency of responses (Q11)
| Platforms | Frequency |
| NetEase CloudMusic (网易云音乐) | 60 |
| QQ music (QQ音乐) | 54 |
| Kugou music (酷狗音乐) | 9 |
| Apple Music （苹果音乐） | 16 |
| YouTube Music （YouTube 音乐） | 5 |
| Others | 10 |
Appendix V: Usage frequency of music streaming platforms
| NetEase CloudMusic (网易云音乐) | 86 |
| QQ Music (QQ音乐) | 83 |
| Kugou Music (酷狗音乐) | 32 |
| Apple Music (苹果音乐) | 32 |
| YouTube Music (YouTube音乐) | 11 |
| Other (其他) | 8 |
Appendix VI: Most used platform, Reasonable range, Membership buying frequency, membership fees (Q4,12,13,14,17)
| Statistics | ||||||
| Which of the following music streaming platforms do you use the most？（以下哪个音乐流媒体平台您的使用率最高） | What is the reasonable range of music platform membership fees you can accept? （您可以接受的音乐平台会员费用的合理区间是？） | How often do you buy memberships? （您购买会员的频率是？） | Are you generally satisfied with the music platform you are currently using？（您对您现在使用的音乐平台总体是否满意？） – Your satisfaction（您的满意度） | Do you agree that music platforms should charge users membership fees to provide better content and services? （您是否同意音乐平台向用户收取会员费以提供更优质的内容和服务？） – Your level of agreement（您的同意程度） | ||
| N | Valid | 105 | 105 | 105 | 105 | 105 |
| Missing | 0 | 0 | 0 | 0 | 0 | |
| Mean | 1.84 | 1.90 | 2.25 | 3.51 | 3.20 | |
| Median | 2.00 | 2.00 | 2.00 | 4.00 | 4.00 | |
| Mode | 1 | 2 | 1a | 4 | 4 | |
| Std. Deviation | 1.194 | 0.940 | 1.199 | 0.972 | 1.266 | |
| Minimum | 1 | 1 | 1 | 1 | 1 | |
| Maximum | 6 | 5 | 4 | 5 | 5 |
Appendix VII: Most used platform, Reasonable range, Membership buying frequency, membership fees (14,17) (Percentage)
| Are you generally satisfied with the music platform you are currently using？（您对您现在使用的音乐平台总体是否满意？） – Your satisfaction（您的满意度） | ||||||
| Frequency | Percent | Valid Percent | Cumulative Percent | |||
| Valid | Extremely dissatisfied | 7 | 6.7 | 6.7 | 6.7 | |
| Somewhat dissatisfied | 5 | 4.8 | 4.8 | 11.4 | ||
| Neither satisfied nor dissatisfied | 30 | 28.6 | 28.6 | 40.0 | ||
| Somewhat satisfied | 53 | 50.5 | 50.5 | 90.5 | ||
| Extremely satisfied | 10 | 9.5 | 9.5 | 100.0 | ||
| Total | 105 | 100.0 | 100.0 |
| Do you agree that music platforms should charge users membership fees to provide better content and services? （您是否同意音乐平台向用户收取会员费以提供更优质的内容和服务？） – Your level of agreement（您的同意程度） | ||||||
| Frequency | Percent | Valid Percent | Cumulative Percent | |||
| Valid | Strongly disagree | 17 | 16.2 | 16.2 | 16.2 | |
| Somewhat disagree | 11 | 10.5 | 10.5 | 26.7 | ||
| Neither agree nor disagree | 24 | 22.9 | 22.9 | 49.5 | ||
| Somewhat agree | 40 | 38.1 | 38.1 | 87.6 | ||
| Strongly agree | 13 | 12.4 | 12.4 | 100.0 | ||
| Total | 105 | 100.0 | 100.0 |
Appendix VIII: Preference of music platforms (Q6)
| Which of the following music streaming platforms do you use the most？ | Which of the following platform content factors will influence your choice of music platform? – Exclusive music content | Which of the following platform content factors will influence your choice of music platform? – The number of music libraries | Which of the following platform content factors will influence your choice of music platform? – High level of sound quality | Which of the following platform content factors will influence your choice of music platform? – Diversity of song styles | Which of the following platform content factors will influence your choice of music platform? – The comments section is informative | |
| Mean | 1.84 | 3.29 | 3.53 | 3.45 | 3.43 | 2.76 |
| Median | 2.00 | 4.00 | 4.00 | 4.00 | 4.00 | 3.00 |
| Mode | 1 | 4 | 4 | 4 | 4 | 2 |
| Std. Deviation | 1.194 | 1.321 | 1.193 | 1.047 | 1.151 | 1.305 |
| Which of the following music streaming platforms do you use the most？ | Frequency | Percent |
| NetEase CloudMusic | 52 | 49.5 |
| QQ Music | 38 | 36.2 |
| Kugou Music | 3 | 2.9 |
| Apple Music | 8 | 7.6 |
| Other | 4 | 3.8 |
| Which of the following platform content factors will influence your choice of music platform? – The number of music libraries | Frequency | Percent |
| Not at all important | 7 | 6.7 |
| Slightly important | 16 | 15.2 |
| Moderately important | 20 | 19.0 |
| Very important | 38 | 36.2 |
| Extremely important | 24 | 22.9 |
| Which of the following platform content factors will influence your choice of music platform? – High level of sound quality | Frequency | Percent |
| Not at all important | 4 | 3.8 |
| Slightly important | 15 | 14.3 |
| Moderately important | 33 | 31.4 |
| Very important | 36 | 34.3 |
| Extremely important | 17 | 16.2 |
| Which of the following platform content factors will influence your choice of music platform? – Diversity of song styles | Frequency | Percent |
| Not at all important | 6 | 5.7 |
| Slightly important | 19 | 18.1 |
| Moderately important | 23 | 21.9 |
| Very important | 38 | 36.2 |
| Extremely important | 19 | 18.1 |
| Which of the following platform content factors will influence your choice of music platform? – The comments section is informative | Frequency | Percent |
| Not at all important | 22 | 21.0 |
| Slightly important | 27 | 25.7 |
| Moderately important | 21 | 20.0 |
| Very important | 24 | 22.9 |
| Extremely important | 11 | 10.5 |
Appendix IX: Satisfaction with related aspects before and after becoming music platform member (Q15, 16)
| Statistics | Before you become a member of the music platform, your satisfaction with the following aspects？ | ||||
| Exclusive music content | High level of sound quality | Diversity of song styles | Design aesthetic | Not too much advertising | |
| N | 105 | 105 | 105 | 105 | 105 |
| 0 | 0 | 0 | 0 | 0 | |
| Mean | 3.25 | 3.49 | 3.42 | 3.41 | 3.21 |
| Median | 3.00 | 4.00 | 4.00 | 4.00 | 3.00 |
| Mode | 4 | 4 | 4 | 4 | 4 |
| Std. Deviation | 1.150 | 1.001 | 1.108 | 1.035 | 1.276 |
| after you become a member of the music platform, your satisfaction with the following aspects？ | ||||||
| Exclusive music content | High level of sound quality | Diversity of song styles | Design aesthetic | Not too much advertising | Use your favorite color | |
| N | 105 | 105 | 105 | 105 | 105 | 105 |
| 0 | 0 | 0 | 0 | 0 | 0 | |
| Mean | 3.50 | 3.57 | 3.43 | 3.30 | 3.56 | 3.30 |
| Median | 4.00 | 4.00 | 3.00 | 3.00 | 4.00 | 3.00 |
| Mode | 4 | 4 | 3 | 3a | 3 | 3 |
| Std. Deviation | 1.194 | 1.184 | 1.142 | 1.110 | 1.143 | 1.009 |
Appendix X: Impact of subscription factors (Q7)
| Which of the following music platform subscription factors will affect your choice of music platform? – Membership fee | Which of the following music platform subscription factors will affect your choice of music platform? – Price promotion | Which of the following music platform subscription factors will affect your choice of music platform? – Extended benefits of members | Which of the following music platform subscription factors will affect your choice of music platform? – Free experience | ||||||
| Valid | 105 | 105 | 105 | 105 | |||||
| Missing | 0 | 0 | 0 | 0 | |||||
| Mean | 3.30 | 3.42 | 3.36 | 3.61 | |||||
| Median | 3.00 | 4.00 | 4.00 | 4.00 | |||||
| Mode | 4 | 3a | 4 | 4 | |||||
| Std. Deviation | 1.264 | 1.314 | 1.287 | 1.244 |
| Which of the following music platform subscription factors will affect your choice of music platform? – Membership fee | Frequency | Percent |
| Strongly disagree | 12 | 11.4 |
| Somewhat disagree | 16 | 15.2 |
| Neither agree nor disagree | 25 | 23.8 |
| Somewhat agree | 32 | 30.5 |
| Strongly agree | 20 | 19.0 |
| Which of the following music platform subscription factors will affect your choice of music platform? – Price promotion | Frequency | Percent |
| Strongly disagree | 13 | 12.4 |
| Somewhat disagree | 11 | 10.5 |
| Neither agree nor disagree | 27 | 25.7 |
| Somewhat agree | 27 | 25.7 |
| Strongly agree | 27 | 25.7 |
| Which of the following music platform subscription factors will affect your choice of music platform? – Extended benefits of members | Frequency | Percent |
| Strongly disagree | 14 | 13.3 |
| Somewhat disagree | 11 | 10.5 |
| Neither agree nor disagree | 24 | 22.9 |
| Somewhat agree | 35 | 33.3 |
| Strongly agree | 21 | 20.0 |
| Which of the following music platform subscription factors will affect your choice of music platform? – Free experience | Frequency | Percent |
| Strongly disagree | 10 | 9.5 |
| Somewhat disagree | 8 | 7.6 |
| Neither agree nor disagree | 25 | 23.8 |
| Somewhat agree | 32 | 30.5 |
| Strongly agree | 30 | 28.6 |
Appendix X: Impact of platform design factors (Q8)
| Which of the following platform design factors will influence your choice of music platform？ – Design aesthetic | Which of the following platform design factors will influence your choice of music platform？ – The operation is simple | Which of the following platform design factors will influence your choice of music platform？ – Not too much advertising | Which of the following platform design factors will influence your choice of music platform？ – Use your favorite color | ||
| N | Valid | 105 | 105 | 105 | 105 |
| Missing | 0 | 0 | 0 | 0 | |
| Mean | 3.32 | 3.66 | 4.17 | 3.39 | |
| Median | 4.00 | 4.00 | 4.00 | 3.00 | |
| Mode | 4 | 4 | 5 | 3 | |
| Std. Deviation | 1.267 | 1.183 | 1.051 | 1.096 | |
| Minimum | 1 | 1 | 1 | 1 | |
| Maximum | 5 | 5 | 5 | 5 |
| Which of the following platform design factors will influence your choice of music platform？ – Design aesthetic | Frequency | Percent | |
| Valid | Strongly disagree | 14 | 13.3 |
| Somewhat disagree | 11 | 10.5 | |
| Neither agree nor disagree | 26 | 24.8 | |
| Somewhat agree | 35 | 33.3 | |
| Strongly agree | 19 | 18.1 |
| Which of the following platform design factors will influence your choice of music platform？ – The operation is simple | Frequency | Percent | |
| Valid | Strongly disagree | 8 | 7.6 |
| Somewhat disagree | 11 | 10.5 | |
| Neither agree nor disagree | 16 | 15.2 | |
| Somewhat agree | 44 | 41.9 | |
| Strongly agree | 26 | 24.8 |
| Which of the following platform design factors will influence your choice of music platform？ – Not too much advertising | Frequency | Percent | Valid Percent | Cumulative Percent | |
| Valid | Strongly disagree | 4 | 3.8 | 3.8 | 3.8 |
| Somewhat disagree | 4 | 3.8 | 3.8 | 7.6 | |
| Neither agree nor disagree | 14 | 13.3 | 13.3 | 21.0 | |
| Somewhat agree | 31 | 29.5 | 29.5 | 50.5 | |
| Strongly agree | 52 | 49.5 | 49.5 | 100.0 | |
| Total | 105 | 100.0 | 100.0 |
| Which of the following platform design factors will influence your choice of music platform? – Use your favorite color | Frequency | Percent | |
| Valid | Strongly disagree | 9 | 8.6 |
| Somewhat disagree | 7 | 6.7 | |
| Neither agree nor disagree | 39 | 37.1 | |
| Somewhat agree | 34 | 32.4 | |
| Strongly agree | 16 | 15.2 |
Appendix XI: Influence of external factors (Q9)
| Which of the following external factors will influence your platform choice? – Recommended by friends | Which of the following external factors will influence your platform choice? – App Store reviews | Which of the following external factors will influence your platform choice? – Advertising recommended | |
| 105 | 105 | 105 | |
| 0 | 0 | 0 | |
| Mean | 3.04 | 2.98 | 2.80 |
| Median | 3.00 | 3.00 | 3.00 |
| Mode | 3 | 3 | 3 |
| Std. Deviation | 1.091 | 1.101 | 1.204 |
| Which of the following external factors will influence your platform choice? – Recommended by friends | Frequency | Percent |
| Strongly disagree | 13 | 12.4 |
| Somewhat disagree | 15 | 14.3 |
| Neither agree nor disagree | 38 | 36.2 |
| Somewhat agree | 33 | 31.4 |
| Strongly agree | 6 | 5.7 |
| Which of the following external factors will influence your platform choice? – App Store reviews | Frequency | Percent |
| Strongly disagree | 15 | 14.3 |
| Somewhat disagree | 13 | 12.4 |
| Neither agree nor disagree | 42 | 40.0 |
| Somewhat agree | 29 | 27.6 |
| Strongly agree | 6 | 5.7 |
| Which of the following external factors will influence your platform choice? – Advertising recommended | Frequency | Percent |
| Strongly disagree | 20 | 19.0 |
| Somewhat disagree | 19 | 18.1 |
| Neither agree nor disagree | 37 | 35.2 |
| Somewhat agree | 20 | 19.0 |
| Strongly agree | 9 | 8.6 |
Appendix XII: Causes of switching music platforms
| Statistics | |||||
| Which of the following situations would you consider switching to a music streaming platform? – The quality of music content on the platform drops | Which of the following situations would you consider switching to a music streaming platform? – The quality of the platform community deteriorates | Which of the following situations would you consider switching to a music streaming platform? – The cost performance of paying members decreases | Which of the following situations would you consider switching to a music streaming platform? – Friends stop using the music platform | ||
| N | 105 | 105 | 105 | 105 | |
| Missing | 0 | 0 | 0 | 0 | |
| Mean | 3.53 | 3.17 | 3.68 | 2.60 | |
| Median | 4.00 | 3.00 | 4.00 | 3.00 | |
| Mode | 4 | 3 | 4 | 3 | |
| Std. Deviation | 1.264 | 1.051 | 1.122 | 1.115 |
| Which of the following situations would you consider switching to a music streaming platform? – The quality of music content on the platform drops | Frequency | Percent | |
| Valid | Strongly disagree | 10 | 9.5 |
| Somewhat disagree | 14 | 13.3 | |
| Neither agree nor disagree | 17 | 16.2 | |
| Somewhat agree | 38 | 36.2 | |
| Strongly agree | 26 | 24.8 |
| Which of the following situations would you consider switching to a music streaming platform? – The quality of the platform community deteriorates | Frequency | Percent | |
| Valid | Strongly disagree | 7 | 6.7 |
| Somewhat disagree | 19 | 18.1 | |
| Neither agree nor disagree | 38 | 36.2 | |
| Somewhat agree | 31 | 29.5 | |
| Strongly agree | 10 | 9.5 |
| Which of the following situations would you consider switching to a music streaming platform? – The cost performance of paying members decreases | Frequency | Percent | |
| Valid | Strongly disagree | 5 | 4.8 |
| Somewhat disagree | 10 | 9.5 | |
| Neither agree nor disagree | 28 | 26.7 | |
| Somewhat agree | 33 | 31.4 | |
| Strongly agree | 29 | 27.6 |
| Which of the following situations would you consider switching to a music streaming platform? – Friends stop using the music platform | Frequency | Percent | |
| Valid | Strongly disagree | 19 | 18.1 |
| Somewhat disagree | 31 | 29.5 | |
| Neither agree nor disagree | 34 | 32.4 | |
| Somewhat agree | 15 | 14.3 | |
| Strongly agree | 6 | 5.7 |
Appendix XIII: Regression
| Model Summary | ||||
| Model | R | R Square | Adjusted R Square | Std. Error of the Estimate |
| 1 | .873a | 0.762 | 0.675 | 0.554 |
| 2 | .886b | 0.784 | 0.680 | 0.550 |
| 1= Before you become a member of the music platform | ||||
| 2= After you become a member of the music platform |
| ANOVAa | ||||||
| Model | Sum of Squares | df | Mean Square | F | Sig. | |
| 1 | Regression | 74.898 | 28 | 2.675 | 8.714 | .000b |
| Residual | 23.330 | 76 | 0.307 | |||
| Total | 98.229 | 104 | ||||
| 2 | Regression | 77.041 | 34 | 2.266 | 7.486 | .000c |
| Residual | 21.188 | 70 | 0.303 | |||
| Total | 98.229 | 104 | ||||
| a. Dependent Variable: Are you generally satisfied with the music platform you are currently using？ – Your satisfaction |
| Coefficientsa | ||||||
| Model | Unstandardized Coefficients | Standardized Coefficients | t | Sig. | ||
| B | Std. Error | Beta | ||||
| 1 | (Constant) | 0.835 | 0.332 | 2.514 | 0.014 | |
| Which of the following music platform subscription factors will affect your choice of music platform? (以下哪些音乐平台订阅会员因素会影响您对音乐平台的选择?) – Membership fee（会员价格） | Membership fee | 0.067 | 0.072 | 0.088 | 0.929 | 0.356 |
| Price promotion | 0.026 | 0.071 | 0.035 | 0.366 | 0.716 | |
| Extended benefits of members | 0.036 | 0.072 | 0.048 | 0.508 | 0.613 | |
| Free experience | -0.117 | 0.068 | -0.150 | -1.721 | 0.089 | |
| Do you agree that music platforms should charge users membership fees to provide better content and services? – Your level of agreement | 0.016 | 0.066 | 0.021 | 0.243 | 0.809 | |
| What is the reasonable range of music platform membership fees you can accept? | 0.053 | 0.071 | 0.051 | 0.749 | 0.456 | |
| Which of the following platform content factors will influence your choice of music platform? (以下哪些平台内容因素会影响您对音乐平台的选择？) – Exclusive music content （独家音乐内容） | Exclusive music content | -0.010 | 0.062 | -0.013 | -0.155 | 0.877 |
| The number of music libraries | 0.036 | 0.074 | 0.044 | 0.483 | 0.630 | |
| High level of sound quality | 0.020 | 0.086 | 0.022 | 0.235 | 0.814 | |
| Diversity of song styles | -0.184 | 0.077 | -0.217 | -2.374 | 0.020 | |
| The comments section is informative | 0.097 | 0.056 | 0.130 | 1.714 | 0.091 | |
| Which of the following platform design factors will influence your choice of music platform？（以下哪些平台设计因素会影响您对音乐平台的选择？） – Design aesthetic (设计审美) | Design aesthetic | 0.279 | 0.079 | 0.364 | 3.553 | 0.001 |
| The operation is simple | -0.097 | 0.085 | -0.118 | -1.149 | 0.254 | |
| Not too much advertising | 0.077 | 0.090 | 0.084 | 0.857 | 0.394 | |
| Use your favorite color | 0.056 | 0.079 | 0.063 | 0.707 | 0.482 | |
| Which of the following external factors will influence your platform choice? (以下哪些外部因素会影响您对平台的选择？) – Recommended by friends (朋友推荐使用) | Recommended by friends | -0.060 | 0.076 | -0.068 | -0.793 | 0.430 |
| App Store reviews | 0.112 | 0.077 | 0.127 | 1.461 | 0.148 | |
| Advertising recommended | -0.212 | 0.081 | -0.263 | -2.610 | 0.011 | |
| Which of the following situations would you consider switching to a music streaming platform? (以下哪种情况您会考虑换一个音乐流媒体平台？) – The quality of music content on the platform drops (平台音乐内容质量下降) | The quality of music content on the platform drops | 0.168 | 0.081 | 0.219 | 2.082 | 0.041 |
| The quality of the platform community deteriorates | -0.015 | 0.086 | -0.016 | -0.175 | 0.862 | |
| The cost performance of paying members decreases | 0.063 | 0.075 | 0.073 | 0.841 | 0.403 | |
| Friends stop using the music platform | 0.001 | 0.073 | 0.001 | 0.012 | 0.990 | |
| Before you become a member of the music platform, your satisfaction with the following aspects？（您在没有成为音乐平台的会员之前，您对于以下几个方面的满意程度？） – Exclusive music content (独家的音乐内容) | Exclusive music content | 0.217 | 0.084 | 0.257 | 2.575 | 0.012 |
| High level of sound quality | -0.051 | 0.095 | -0.053 | -0.542 | 0.590 | |
| Diversity of song styles | 0.181 | 0.090 | 0.206 | 2.018 | 0.047 | |
| Design aesthetic | -0.161 | 0.105 | -0.172 | -1.529 | 0.130 | |
| Not too much advertising | 0.090 | 0.072 | 0.119 | 1.249 | 0.215 | |
| Use your favorite color | 0.129 | 0.083 | 0.145 | 1.554 | 0.124 | |
| 2 | (Constant) | 0.697 | 0.341 | 2.046 | 0.045 | |
| Which of the following music platform subscription factors will affect your choice of music platform? (以下哪些音乐平台订阅会员因素会影响您对音乐平台的选择?) – Membership fee（会员价格） | Membership fee | 0.078 | 0.075 | 0.102 | 1.050 | 0.297 |
| Price promotion | 0.008 | 0.074 | 0.011 | 0.108 | 0.914 | |
| Extended benefits of members | 0.031 | 0.072 | 0.041 | 0.436 | 0.664 | |
| Free experience | -0.087 | 0.073 | -0.112 | -1.196 | 0.236 | |
| Do you agree that music platforms should charge users membership fees to provide better content and services? – Your level of agreement | -0.018 | 0.073 | -0.024 | -0.250 | 0.803 | |
| What is the reasonable range of music platform membership fees you can accept? | 0.067 | 0.078 | 0.064 | 0.852 | 0.397 | |
| Which of the following platform content factors will influence your choice of music platform? (以下哪些平台内容因素会影响您对音乐平台的选择？) – Exclusive music content （独家音乐内容） | Exclusive music content | -0.032 | 0.066 | -0.043 | -0.483 | 0.630 |
| The number of music libraries | 0.052 | 0.082 | 0.064 | 0.636 | 0.527 | |
| High level of sound quality | 0.064 | 0.088 | 0.069 | 0.731 | 0.467 | |
| Diversity of song styles | -0.215 | 0.081 | -0.255 | -2.656 | 0.010 | |
| The comments section is informative | 0.127 | 0.060 | 0.170 | 2.106 | 0.039 | |
| Which of the following platform design factors will influence your choice of music platform？（以下哪些平台设计因素会影响您对音乐平台的选择？） – Design aesthetic (设计审美) | Design aesthetic | 0.264 | 0.083 | 0.344 | 3.164 | 0.002 |
| The operation is simple | -0.105 | 0.086 | -0.128 | -1.215 | 0.229 | |
| Not too much advertising | 0.053 | 0.095 | 0.057 | 0.551 | 0.583 | |
| Use your favorite color | 0.042 | 0.081 | 0.047 | 0.520 | 0.605 | |
| Which of the following external factors will influence your platform choice? (以下哪些外部因素会影响您对平台的选择？) – Recommended by friends (朋友推荐使用) | Recommended by friends | -0.052 | 0.076 | -0.059 | -0.690 | 0.493 |
| App Store reviews | 0.097 | 0.083 | 0.110 | 1.165 | 0.248 | |
| Advertising recommended | -0.213 | 0.084 | -0.264 | -2.543 | 0.013 | |
| Which of the following situations would you consider switching to a music streaming platform? (以下哪种情况您会考虑换一个音乐流媒体平台？) – The quality of music content on the platform drops (平台音乐内容质量下降) | The quality of music content on the platform drops | 0.149 | 0.082 | 0.194 | 1.824 | 0.072 |
| The quality of the platform community deteriorates | -0.049 | 0.087 | -0.053 | -0.567 | 0.572 | |
| The cost performance of paying members decreases | 0.074 | 0.082 | 0.086 | 0.905 | 0.368 | |
| Friends stop using the music platform | -0.019 | 0.076 | -0.022 | -0.254 | 0.801 | |
| Before you become a member of the music platform, your satisfaction with the following aspects？（您在没有成为音乐平台的会员之前，您对于以下几个方面的满意程度？） – Exclusive music content (独家的音乐内容) | Exclusive music content | 0.202 | 0.086 | 0.239 | 2.356 | 0.021 |
| High level of sound quality | -0.029 | 0.100 | -0.030 | -0.287 | 0.775 | |
| Diversity of song styles | 0.160 | 0.093 | 0.182 | 1.727 | 0.089 | |
| Design aesthetic | -0.146 | 0.119 | -0.155 | -1.224 | 0.225 | |
| Not too much advertising | 0.057 | 0.074 | 0.074 | 0.770 | 0.444 | |
| Use your favorite color | 0.140 | 0.083 | 0.158 | 1.685 | 0.096 | |
| After you become a member of the music platform, your satisfaction with the following aspects has in – Exclusive music content (独家的音乐内容) | Exclusive music content | 0.113 | 0.072 | 0.139 | 1.569 | 0.121 |
| High level of sound quality | -0.146 | 0.084 | -0.177 | -1.730 | 0.088 | |
| Diversity of song styles | 0.150 | 0.085 | 0.176 | 1.765 | 0.082 | |
| Design aesthetic | -0.001 | 0.098 | -0.001 | -0.009 | 0.993 | |
| Not too much advertising | 0.020 | 0.093 | 0.024 | 0.218 | 0.828 | |
| Use your favorite color | 0.025 | 0.090 | 0.026 | 0.281 | 0.779 |
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