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The Effect of the Attractiveness of Mobile Music Applications on the Level of User Loyalty

Title
The Effect of the Attractiveness of Mobile Music Applications on the Level of User Loyalty
Author
조남재
Keywords
Mobile Music Applications; Loyalty; Application Attractiveness
Issue Date
2017-09
Publisher
한국데이타베이스학회
Citation
Journal of Information Technology Applications & Management, v. 24, no. 3, page. 63-72
Abstract
The purpose of this study is to investigate the relationship between application attractiveness and loyalty to mobile music applications. The application attractiveness is operationalized into four dimensions: richness of music contents, music app design quality, music app functionality, and promotion. The hypotheses are postulated and tested using a sample of 370 student respondents from Henan Polytechnic University and Henan Institute of Technology, China. The result shows that there is a positive correlation between loyalty and three application attractiveness aspects: richness of music contents, music app design quality and music app functionality. Based on the results of this study, the research put forward constructive suggestions about improving mobile music application loyalty. Finally, several conclusions, managerial suggestions, limitations and future research are proposed.
URI
http://koreascience.or.kr/article/JAKO201734158392678.pagehttps://repository.hanyang.ac.kr/handle/20.500.11754/115473
ISSN
1598-6284; 2508-1209
DOI
10.21219/jitam.2017.24.3.063
Appears in Collections:
GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
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