The effect of Application Attractiveness on Loyalty of Mobile Music Applications

Abstract

The purpose of this study is to investigate the relationship between application attractiveness aspects and loyalty of mobile music applications(apps). The application attractiveness aspects are 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 respondents that are undergraduate students from Henan Polytechnic University and Henan Institute of Technology in Henan province, China. In practice, the research issued a formal questionnaire through the online platform and 370 valid data in Likert scale were received. Then make data research by reliability analysis, factor analysis, correlation analysis, regression analysis. 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 the loyalty of mobile music application. Finally, several conclusions, managerial suggestions, limitations and future research are proposed.