디지털 음악 플랫폼 유료멤버십에 대한 지각된 가치가 서비스 만족도 및 충성도를 통한 유료 이용의도에 미치는 영향 연구: 전환비용의 조절효과를 중심으로

As China’s digital music market continues to grow rapidly, there is an increasing need to understand user responses to revenue models based on paid memberships. This study empirically analyzes the impact of users’ perceived value of paid memberships on service satisfaction, loyalty, and intention to continue paid usage on Chinese digital music platforms. It also examines the mediating effects of service satisfaction and loyalty, as well as the moderating effect of switching costs. Perceived value is categorized into three dimensions: functional, social, and emotional value, and the influence of each on user behavior is analyzed. The results show that perceived value has a significant positive effect on service satisfaction, loyalty, and paid usage intention. Furthermore, both service satisfaction and loyalty are found to significantly mediate the relationship between perceived value and paid usage intention. In particular, emotional value strongly affects emotional satisfaction and empathy among users, playing a crucial role in explaining user loyalty and long-term paid usage intention. Switching costs act as a moderating variable in the relationship between perceived value and paid usage intention, such that higher switching costs strengthen the effect of perceived value on the intention to continue paid usage. These findings suggest that digital music platforms should develop strategies that not only enhance functional convenience and content quality but also reinforce experiential value based on emotional connection and social belonging.