摘  要：随着音乐与互联网的深度融合，数字音乐平台应运而生，成为公众获取音乐产品与服务的首要选择。但其迅速发展的同时也面临诸多挑战，公众日趋多样化的需求要求数字音乐平台精准识别、提供差异化服务以提升用户黏性，该领域的蓬勃发展也引起学术界的广泛关注与探讨。本研究运用期望确认模型，同时引入网络外部性和服务质量两个变量，构建了新的模型，采用结构方程模型对数字音乐平台用户的持续使用意向的影响因素进行实证研究。结果表明，期望确认度与感知有用性呈正向相关关系，感知有用性、网络外部性、服务质量均对用户持续使用意向具有显著的积极影响。

关键词：数字音乐平台;期望确认模型;持续使用意向

中图分类号：G206;TP393.092      文献标识码：A 文章编号：2096-4706（2019）12-0170-06

Abstract：With the deep integration of music and internet，the digital music platform emerged as the first choice for the public to obtain music products and services. But its rapid development also faces many challenges. The increasingly diversified demands of the public require the digital music platform to accurately identify and provide differentiated services to enhance user stickiness. The vigorous development of this field has also aroused widespread concern and discussion in academic circles. This study used the theory of expectation confirmation and introduced two variables，network externality and service quality. A new model is constructed，and the structural equation model is used to empirically study the influencing factors of usersintention to continue using digital music platform. The results show that confirmation and perceived usefulness are positively correlated. Usersperceived usefulness，network externality and service quality all have significant positive effects on userscontinuance intention.

Keywords：digital music platform;expectation confirmation model;continuance intention

0  引  言

音乐是广大网民喜闻乐见的艺术形式，是互联网流量来源的重要吸引力。得益于移动通讯技术的发展，音乐呈现出与互联网的深度融合，数字音乐已成为全球音乐产业最重要的资金来源和毋庸置疑的未来发展方向，中国数字音乐的重要程度更是不言而喻。近年来，QQ音乐、网易云音乐、酷狗音乐、虾米音乐等数字音乐平台快速发展，差异化服务模式依旧是音乐行业发展的一大趋势，它代表着网络音乐的发展潮流，而用户注册使用数字音乐平台仅仅是一个开始，平台注册用户的规模无法反映后期用户的流失，因此，關注用户的持续使用意向，保持用户黏性才是数字音乐平台成功的关键。……