Research on the Influencing Factors of Music Virtual Community Based on Expectation Confirmation Theory

摘要

The huge commercial value brought by the development of the music virtual community has attracted widespread attention. This study takes expectation confirmation theory and music virtual community activity as an entry point, and analyzes the impact of different factors on music virtual community activity. The study used SPSS and Amos software to statistically analyze the collected data and found that Expected Confirmation has a positive effect on Satisfaction; Perceived Usefulness has a positive effect on Expected Confirmation; Perceived Usefulness has a positive effect on Perceived Service Quality; Satisfaction is an important factor influencing Activity; Perceived Service Quality has a positive impact on the User Experience of the community. Therefore, in the management of music virtual community, we must pay attention to the management of community user expectations and improve satisfaction; pay attention to user needs and improve the perceived usefulness of community members; seek a differentiated route to improve the perceived service quality Suggestions.