智能移动终端在现今移动信息时代中已经成为人们日常生活中必不可少的 物品之一，同时随着移动终端和无线网络技术的飞速发展，人们的消费理念随着 国民经济的持续增长渐渐的由物质需求向精神需求开始转变，网络娱乐类产业为 满足人们对精神文化上的需求，以内容品质为突破口，追求卓越。这对娱乐产业 来说是机遇也是挑战，如何在在线音乐产业这块红海中占据一席之地，对各音乐 APP 而言是不易的，目前随着整个音乐市场的高度集中化，用户渐渐趋于饱和， 与此同时，音乐类 APP 行业内具有严重的同质化现象并且伴有用户流失严重等 一系列问题，作为一款具备互动性属性的产品，如何和用户进行有效的沟通，想 要获得更多的关注吸引更多的用户，最关键的就是发现用户的需求并最大程度的 去迎合他们。因此了解用户的需求有着举足轻重的地位。之所以选择 QQ 音乐作 为个案研究，一是因为其本身有着庞大用户基数，二是因为 QQ 音乐作为腾讯旗 下的音乐 APP 受到了众多产业链的保护与影响，因此 QQ 音乐的发展更具有代 表性，对其的研究具有意义。 本文以整合型技术接受和使用为核心理论，通过加入感知风险作为控制变量 进行调控，构建用户接受音乐 APP 影响因素的测量模型。以问卷调查的形式对 QQ 音乐的用户进行数据采集，通过数据统计分析的方法对采集到的数据进行研 究，以研究假设为前提，检验测量模型中各变量之间的相互作用关系。研究表明， 用户的使用意愿以及便利条件将直接正向影响着用户使用音乐 APP 的行为，用 户的努力期望、社群影响和绩效期望将间接正向影响用户的使用行为，同时用户 受感知风险的影响将负向作用于用户的使用行为。并围绕着用户在使用 QQ 音乐 过程中遇到的情况和问题并提出合理的建议，以期为音乐类 APP 的实践活动提 供了一些新的理念，同时也为同类型个案研究提供了一个新的视角。 关键字：音乐 APP ；用户；整合性技术接受和使用；感知风险Summary Smart mobile terminals have become one of the indispensable items in people’s daily lives in the current mobile information era. At the same time, with the rapid development of mobile terminals and wireless network technology, people’s consumption concepts have gradually changed with the continuous growth of the national economy. Material needs are beginning to shift to spiritual needs, and the quality of online entertainment applications should be continuously improved to gradually meet the increasing spiritual and cultural needs of the people. This is an opportunity and a challenge for the entertainment industry. How to occupy a place in the online music industry is not easy for music apps. At present, with the high concentration of the entire music market, users are gradually becoming saturated. At the same time, the music APP market has serious software homogeneity, low user usage, and ineffective feedback from users. As a product that directly interacts with users, how to learn from many music apps? Standing out is something worth thinking about. If you want to get more attention and attract more users, the most important thing is to discover the needs of users and cater to them to the greatest extent. Therefore, it is important to understand the needs of users. The reason why QQ Music was chosen as the case study is that it has a huge user base and that QQ Music, as a music app under Tencent, is protected and influenced by many industrial chains, so the development of QQ Music is more representative. Its research is meaningful. This paper takes the integrated technology acceptance and use as the core theory, by adding perceived risk as a control variable for regulation, and constructing a measurement model of the factors affecting users' acceptance of music apps. Collect data from users of QQ Music in the form of questionnaire surveys, and conduct research on the collected data through statistical analysis of data. Based on theIII research hypothesis, the interaction between the variables in the measurement model is tested. Studies have shown that users’ willingness to use and convenience conditions will directly and positively affect users’ behavior in using music apps, and users’ expectations of effort, community influence, and performance expectations will indirectly and positively affect users’behavior, and users are subject to perceived risks. The influence will negatively affect the user's behavior. It also puts forward reasonable suggestions around the situations and problems encountered by users in the process of using QQ Music, in order to provide some new ideas for the practical activities of music apps, and also provide a new perspective for case studies of the same type . Keywords: Music APP; users; integrated technology acceptance and use; perceived risk目 录 摘要.............................................................................................................................I Summary.........................................................................................................................II 1 绪论............................................................................................................................1 1.1 研究背景.......................................................................................................1 1.2 研究目的与意义...........................................................................................2 1.2.1 研究目的............................................................................................2 1.2.2 现实意义............................................................................................2 1.2.3 理论意义............................................................................................3 1.3 文献综述.......................................................................................................3 1.3.1 国内相关研究....................................................................................3 1.3.2 国外相关研究....................................................................................4 1.4 理论基础与研究方法...................................................................................5 1.4.1 理论基础............................................................................................5 1.4.2 研究方法............................................................................................7 2 音乐类 APP 的概况...............................................................................................8 2.1 音乐类 APP 的界定....................................................................................8 2.1.1 音乐类 APP 概念.............................................................................8 2.1.2 音乐类 APP 分类.............................................................................8 2.2 音乐类 APP 的发展概况............................................................................9 2.2.1 发展历程............................................................................................9 2.2.2 发展规模............................................................................................9 2.3 音乐类 APP 的产品现状...........................................................................10 2.3.1 产品定位..........................................................................................10 2.3.2 界面设计..........................................................................................10V 2.3.3 内容生产..........................................................................................11 2.3.4 盈利模式..........................................................................................12 2.3.5 功能特色..........................................................................................13 3 测量模型的设计与数据分析................................................................................14 3.1 调查方法.....................................................................................................14 3.1.1 问卷调查..........................................................................................14 3.1.2 问卷设计..........................................................................................14 3.1.3 模型的构建......................................................................................14 3.2 调查情况描述性统计分析.........................................................................19 3.3 信度和效度分析.........................................................................................23 3.4 模型验证与假设检验.................................................................................24 4 QQ 音乐用户现状描述.........................................................................................28 4.1 已满足的用户需求.....................................................................................28 4.1.1 对碎片化音乐享受的满足..............................................................28 4.1.2 对音乐社交的满足..........................................................................28 4.1.3 对个性化需求的满足......................................................................29 4.2 未满足的用户需求.....................................................................................29 4.2.1 对音乐版权资源需求的不满足......................................................29 4.2.2 对优化社交服务的不满足..............................................................29 4.2.3 对产品设计的不满足......................................................................30 5 研究的启示............................................................................................................31 5.1 创造便利条件，寻求转型契机.................................................................31 5.2 打造社群环境，提升用户粘性.................................................................32 5.3 加强绩效期望，培养用户习惯.................................................................32 5.4 提升努力期望，搭建反馈平台.................................................................33 6 结语........................................................................................................................35 致 谢..........................................................................................................................36 附 录 1.......................................................................................................................37 附 录 2.......................................................................................................................41。。。。。。以下内容略