ABSTRACT

Digital music is a multi-billion-dollar industry, and online streaming is the significant contributor to this revenue pie. Major streaming service providers, e.g. Spotify, Apple music, Deezer etc. are operating with the almost same number of songs and price propositions. With all these options available, which one is better to choose when there is no price differentiation? This study investigates how to bring differentiation that will increase the likelihood of adoption of music streaming applications through delivering user-centric experiential design to consumers with two features, swiping direction and album arts. Specifically, this research examines whether swiping direction affects adoption and also investigates the combination of album arts and swiping direction that is fluent to process and increase the likelihood of adoption. We built our hypotheses upon the theory of processing fluency and formulated the proposition that atypical design is fluent comparing to typical design for adoption. Two online experimental studies and a field study were adopted. Across all the three studies, the results revealed support for atypical design that increases the likelihood of adoption of music streaming applications. Our findings have implications for streaming providers to differentiate their products through atypical experiential design elements that increase both usability and adoption.

摘要

数字音乐是一个价值数十亿美元的产业，在线流媒体是这一收入蛋糕的重要贡献者。主要的流媒体服务提供商，例如 Spotify、Apple Music、Deezer 等，都在运营几乎相同数量的歌曲和价格主张。有了所有这些选项，在没有价格差异的情况下，选择哪个更好？这项研究调查了如何通过向消费者提供以用户为中心的体验设计来实现差异化，从而增加采用音乐流媒体应用程序的可能性，该设计具有两个功能，即滑动方向和专辑封面。具体而言，这项研究检查了滑动方向是否影响采用，还调查了专辑封面和滑动方向的组合，以便流畅地处理和增加采用的可能性。我们在处理流畅性理论的基础上建立了我们的假设，并提出了与典型设计相比，非典型设计是流畅的命题以供采用。采用了两项在线实验研究和一项实地研究。在所有三项研究中，结果显示支持非典型设计，这增加了采用音乐流媒体应用程序的可能性。我们的发现对流媒体提供商通过非典型的体验设计元素来区分他们的产品有影响，这些元素既提高了可用性又提高了采用率。结果显示支持非典型设计，这增加了采用音乐流媒体应用程序的可能性。我们的发现对流媒体提供商通过非典型的体验设计元素来区分他们的产品有影响，这些元素既提高了可用性又提高了采用率。结果显示支持非典型设计，这增加了采用音乐流媒体应用程序的可能性。我们的发现对流媒体提供商通过非典型的体验设计元素来区分他们的产品有影响，这些元素既提高了可用性又提高了采用率。