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NetEase Cloud Music - a popular Chinese online music platform, has configured social functions on the basis of offering music streaming services, in order to compete for paid subscribers. However, how does consumers’ social experience affect their subscription behavior remains unclear. Based on the S-O-R model, we identify four social activities that influence user loyalty and user stickiness, which in turn affect subscription behavior. A total of 64,042 user data were crawled from NetEase Cloud Music by Octopus Collector, including number of followers, number of followings, and so on. Regression analysis results show that social activities (content consumption, community leadership, content organization, community interaction) positively affect user loyalty and stickiness, which in turn positively influence subscription behavior. This study enriches our knowledge on the effects of promoting consumers’ social activities in online music platforms, which also puts forward practical suggestions for the sustainable development strategy of online music platforms.

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Impact of Social Experience on Consumer Subscription Behavior in Paid Music Platforms: A S-O-R Model

  • 会议论文

  • 发表日期：

    2025年

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  • Lili Liu,
  • Jingying Wu,
  • Panpan Wang,
  • Yiting Zhong,
  • Xi Feng,
  • Yuanna Tian

摘要

NetEase Cloud Music - a popular Chinese online music platform, has configured social functions on the basis of offering music streaming services, in order to compete for paid subscribers. However, how does consumers’ social experience affect their subscription behavior remains unclear. Based on the S-O-R model, we identify four social activities that influence user loyalty and user stickiness, which in turn affect subscription behavior. A total of 64,042 user data were crawled from NetEase Cloud Music by Octopus Collector, including number of followers, number of followings, and so on. Regression analysis results show that social activities (content consumption, community leadership, content organization, community interaction) positively affect user loyalty and stickiness, which in turn positively influence subscription behavior. This study enriches our knowledge on the effects of promoting consumers’ social activities in online music platforms, which also puts forward practical suggestions for the sustainable development strategy of online music platforms.