The Influential Factors on Consumers’ Intention to Use NetEase Cloud Music

Abstract

The Internet music sector has experienced significant growth in recent years due to advancements in electronic technology, the Internet, and the influence of the COVID-19 epidemic. NetEase Cloud Music (NCM) has successfully established a stable market position amidst this prevailing trend. As of the present year, 2023, the corporation under discussion has the position of the second-largest entity within the Chinese Internet music platform market, with Tencent Music being the sole entity surpassing it in terms of market share. The platform exhibits a substantial and enduring demographic of youthful users. The objective of this study was to investigate the factors contributing to the notable success of NCM in engaging Generation Z consumers. The analysis was conducted using the 4Is model, which encompasses an examination of the platform's historical background, present condition, distinctive attributes, and strategic approaches. The findings indicated that the utilization of the 'Interactive, Individual, and Interesting' approach, specifically through user comments, tailored recommendations, and topical ads, has contributed to the widespread appeal of NCM among the younger demographic. In order to preserve its competitive edge and foster sustainable growth, the company can consider implementing additional recommendations. These suggestions encompassed enhancing the efficacy of user communication, expanding the provision of tailored services across many facets of the application, and adeptly aligning with prevailing trends.