Motivation Research on Raising the Attention of Generation Z to Traditional Chinese Music: A Qualitative Study on the Digital Music Industry

DOI

10.2991/978-2-494069-89-3_54How to use a DOI?

Keywords

Consumer motivation; Generation Z; Traditional Chinese Music; Digital music industry

Abstract

The digital age of music industry provides new opportunities for Traditional Chinese Music to become more innovative, shareable, and hereditable. This study examines and explores the motivation of Generation Z to increase their attention to Traditional Chinese Music in the digital music industry. The qualitative research methodology is applied in this paper. Results show that, from the Generation Z’s experiences of music and music streaming, their motivation can be improved through four dimensions, namely Product Packaging, Media Promotion, Music Recreation, and Cognitive Ascension.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yunsong Liu
PY  - 2022
DA  - 2022/12/30
TI  - Motivation Research on Raising the Attention of Generation Z to Traditional Chinese Music: A Qualitative Study on the Digital Music Industry
BT  - Proceedings of the 2022 5th International Conference on Humanities Education and Social Sciences (ICHESS 2022)
PB  - Atlantis Press
SP  - 454
EP  - 464
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-89-3_54
DO  - 10.2991/978-2-494069-89-3_54
ID  - Liu2022
ER  -