A Study on the Influencing Factors of User Discontinuance Behavior on NetEase Cloud Music in the Digital Era
DOI:
https://doi.org/10.63313/SSH.9097Keywords:
Digital Discontinuance, Netease Cloud Music, Influencing FactorsAbstract
In the context of the booming digital music industry, user discontinuance behavior on NetEase Cloud Music has attracted considerable attention. This study delves into the influencing factors of such behavior from the perspectives of user experience, content resources, and social interaction. Through in-depth interviews and participatory observation, the study finds that factors such as unfriendly interface design, lack of copyright in the music library, inaccurate algorithmic recommendations, and poor community atmosphere may contribute to user discontinuance. The findings help optimize platform functionality and improve user retention for NetEase Cloud Music, while providing theoretical support and practical guidance for the sustainable development of digital music platforms.
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