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

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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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  -