Proceedings of the 2019 5th International Conference on Humanities and Social Science Research (ICHSSR 2019)

Research on the influence of netease cloud music virtual community perception on consumers' purchase intention

Authors
Hui Yao, Xiaoping Lv, Zhibo Tang
Corresponding Author
Hui Yao
Available Online May 2019.
DOI
10.2991/ichssr-19.2019.111How to use a DOI?
Keywords
Netease cloud music; Virtual community perception; Brand attachment; Purchase intention
Abstract

Based on the existing theoretical research and combined with the in-depth interview and questionnaire survey, the research explores the relationship among the "virtual community perception" of netease cloud music, brand attachment and purchase intention. Finally, combined with the above research conclusions, this paper puts forward several management and marketing Suggestions for platform operators.

Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2019 5th International Conference on Humanities and Social Science Research (ICHSSR 2019)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
May 2019
ISBN
978-94-6252-730-0
ISSN
2352-5398
DOI
10.2991/ichssr-19.2019.111How to use a DOI?
Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Hui Yao
AU  - Xiaoping Lv
AU  - Zhibo Tang
PY  - 2019/05
DA  - 2019/05
TI  - Research on the influence of netease cloud music virtual community perception on consumers' purchase intention
BT  - Proceedings of the 2019 5th International Conference on Humanities and Social Science Research (ICHSSR 2019)
PB  - Atlantis Press
SP  - 568
EP  - 573
SN  - 2352-5398
UR  - https://doi.org/10.2991/ichssr-19.2019.111
DO  - 10.2991/ichssr-19.2019.111
ID  - Yao2019/05
ER  -