DOI QR코드

DOI QR Code

An Empirical Study on the User Experience Model of Music Streaming Service

음악 스트리밍 서비스 사용자 경험 모델에 관한 실증 연구

  • Received : 2023.04.17
  • Accepted : 2023.06.23
  • Published : 2023.09.30

Abstract

As music streaming services (MSS) involve various interactions with users during the music consumption process, it is important to understand the user experience and manage the service accordingly. This study developed a user experience model for MSS by theoretically linking the quality characteristics considered important by music service users with the structure of user experience. PLS analysis was then performed using survey data to test the model. As a result, functionality (search, browsing, and personalized recommendation), UI usability, content quality (currentness, sufficiency, relevance), and monetary cost were found to be key experience factors that determine the experience consequence, i.e., user satisfaction. In addition, in a supplementary analysis comparing domestic and global services, differences in user experience were found between the two groups in terms of functionality and content quality. The user experience model of MSS proposed in this study serves as a new foundation for theory-based research in this field and provides meaningful implications for the competitive landscape among music streaming service platforms and for their competitive strategies.

음악 스트리밍 서비스는 음악 소비 과정에서 사용자와의 다양한 상호작용이 발생한다는 점에서 사용자 경험(User Experience: UX)에 대한 이해가 중요하다. 본 연구는 사용자 경험의 '구조'(Structure)를 분석한 선행연구, 음악 서비스 사용자가 중요하게 생각하는 '품질 특성'(Quality Characteristics)에 관한 선행연구를 토대로 음악 스트리밍 서비스의 사용자 경험 모델을 개발하고 그 타당성을 검증하였다. 음악 스트리밍 서비스 사용자를 대상으로 한 설문 데이터를 분석한 결과, 기능성(검색, 브라우징, 개인화된 추천), 유저 인터페이스 사용성, 콘텐츠 품질(현재성, 충분성, 관련성), 금전적 비용이 해당 서비스에 관한 사용자 경험 결과(사용자 만족)를 결정하는 주요 요인인 것으로 밝혀졌다. 또한, 국내 서비스들과 글로벌 서비스를 비교한 결과, 기능성과 콘텐츠 품질에 대해서 사용자 경험의 차이가 있는 것으로 나타났다. 본 연구에서 제안한 음악 스트리밍 서비스 사용자 경험 모델은 관련 이론 기반 연구에 새로운 토대가 될 수 있으며, 실제 플랫폼들 간의 경쟁 구도 및 그들의 경쟁 전략에 대한 의미 있는 시사점을 제공한다.

Keywords

Acknowledgement

This study was supported by the research support program of Yonsei University (RMS 2021-22-0126) and Yonsei Business Research Institute.

References

  1. Adikari, S., McDonald, C. & Campbell, J. (2011). A Design Science Framework for Designing and Assessing User Experience. Paper presented at the International Conference on Human-Computer Interaction, July 9.
  2. Agarwal, R. & Karahanna, E. (2000). "Time Flies When You're Having Fun: Cognitive Absorption and Beliefs About Information Technology Usage." MIS Quarterly, 24(4), 665-694. https://doi.org/10.2307/3250951
  3. Bagozzi, R. & Yi, Y. (1988). "On the Evaluation of Structural Equation Models." Journal of the Academy of Marketing Science, 16(1), 74-94. https://doi.org/10.1007/BF02723327
  4. Bevan, N. (2008). Classifying and Selecting UX and Usability Measures. Paper presented at the International Workshop on Meaningful Measures: Valid Useful User Experience Measurement, June 18.
  5. Bevan, N. (2009a). Extending Quality in Use to Provide a Framework for Usability Measurement. Paper presented at the International Conference on Human Centered Design, July 19.
  6. Bevan, N. (2009b). What is the Difference between the Purpose of Usability and User Experience Evaluation Methods. Paper presented at the Workshop on UXEM in Interact '09 Conference, August 25.
  7. Byun, D. (2008). "Analyzing the Effectiveness of Mobile Phone Music Services." Informatization Policy, 15(1), 41-52. 
  8. Calisir, F. & Calisir, F. (2004). "The Relation of Interface Usability Characteristics, Perceived Usefulness, and Perceived Ease of Use to End-user Satisfaction with Enterprise Resource Planning (ERP) Systems." Computers in Human Behavior, 20, 505-515.
  9. Choi, M. (2022). "YouTube Music Dominating the Korean Market, Full of 'Concerns' in the Korean Music Industry." Digital Daily, November 25.
  10. Cunningham, S. & Masoodian, M. (2007). Management and Usage of Large Personal Music and Photo Collections. Paper presented at the 2007 IADIS International Conference on WWW/Internet, October 5.
  11. Davis, F. (1989). "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology." MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
  12. De Wulf, K., Schillewaert, N., Muylle, S. & Rangarajan, D. (2006). "The Role of Pleasure in Website Success." Information and Management, 43, 434-446. https://doi.org/10.1016/j.im.2005.10.005
  13. Fitzgerald, A. (2020). "Usability vs. User Experience: What's the Difference?" https://blog.hubspot.com/website/usability-vs-user-experience (Retrieved on October 3, 2022)
  14. Fuhr, N., Tsakonas, G., Aalberg, T., Agosti, M., Hansen, P., Kapidakis, S., Klas, C., Kova'cs, L., Landoni, M., Micsik, A., Papatheodorou, C., Peters, C. & Solvberg, I. (2007). "Evaluation of Digital Libraries." International Journal of Digital Libraries, 8, 21-38.
  15. Garrett, J. (2010). Elements of User Experience, the User-Centered Design for the Web and Beyond. Pearson Education.
  16. Gefen, D., Straub, D. & Boudreau, M. (2000). "Structural Equation Modeling and Regression: Guidelines for Research Practice." Communications of the Association for Information Systems, 4(7), 2-77.
  17. Gonzalez-Holland, E., Whitmer, D., Moralez, L. & Mouloua, M. (2017). Examination of the Use of Nielsen's 10 Usability Heuristics & Outlooks for the Future. Paper presented at the Human Factors and Ergonomics Society Annual Meeting, October 9.
  18. Hai, M., Lacue, A., Zhou, Y., Patel, Y., Roncal, A. & Morreale, P. (2021). Usability Evaluation of Music Applications for Stress Reduction. In Soares, M., Rosenzweig, E. & Marcus, A. (ed) Design, User Experience, and Usability: Design for Diversity, Well-being, and Social Development. HCII 2021. Lecture Notes in Computer Science, Volume 12780 : Springer.
  19. Hassenzahl, M. (2011). "User Experience and Experience Design." In Soegaad, M. & Dam, R. (ed.) The Encyclopedia of Human-Computer Interaction, The Interaction Design Foundation.
  20. Hassenzahl, M. & Tractinsky, N. (2006). "User Experience - A Research Agenda." Behaviour & Information Technology, 25(2), 91-97. https://doi.org/10.1080/01449290500330331
  21. Hedegaard, S. & Simonsen, J. (2013). Extracting Usability and User Experience Information from Online User Reviews. Paper presented at the SIGCHI Conference on Human Factors in Computing Systems (pp. 2089-2098), April 27.
  22. Ho, S. & Bodoff, D. (2014). "The Effect of Web Personalization on User Attitude and Behavior: An Integration of the Elaboration Likelihood Model and Consumer Search Theory." MIS Quarterly, 38(2), 497-520.
  23. Hu, X. (2019). "Evaluating Mobile Music Services in China: An Exploration in User Experience." Journal of Information Science, 45(1), 16-28. https://doi.org/10.1177/0165551518762070
  24. Hu, X. & Kando, N. (2012). User-Centered Measures vs. System Effectiveness in Finding Similar Songs. Paper presented at the 13th International Society for Music Information Retrieval Conference, October 8.
  25. Hu, X., Lee, J., Bainbridge, D., Choi, K., Organisciak, P. & Downie, J. (2017). "The MIREX Grand Challenge: A Framework of Holistic User-Experience Evaluation in Music Information Retrieval." Journal of the Association for Information Science and Technology, 68(1), 97-112. https://doi.org/10.1002/asi.23618
  26. Hulland, J. (1999). "Use of Partial Least Squares (PLS) in Strategic Management Research: A Review of Four Recent Studies." Strategic Management Journal, 20(2), 195-204. https://doi.org/10.1002/(SICI)1097-0266(199902)20:2<195::AID-SMJ13>3.0.CO;2-7
  27. International Federation of the Phonographic Industry (2023). "Industry Data - Global Growth by Region 2022." https://www.ifpi.org/our-industry/industry-data. (Retrieved on April 3, 2023).
  28. ISO (2018). ISO 9241-11:2018(en) Ergonomics of Human-System Interaction - Part11: Usability: Definitions and Concepts. London: International Organization for Standardization.
  29. Jiang, Z., Wang, W., Tan, B. & Yu, J. (2016). "The Determinants and Impacts of Aesthetics in Users' First Interaction with Websites." Journal of Management Information Systems, 33(1), 229-259.
  30. Jung, Y., Perez-Mira, B. & Wiley-Patton, S. (2009). "Consumer Adoption of Mobile TV: Examining Psychological Flow and Media Content." Computers in Human Behavior, 25(1), 123-129. https://doi.org/10.1016/j.chb.2008.07.011
  31. Kim, H., Kang, S. & Lee, H. (2015). "Serendipity: The Effect of Technological Features in Social Curation Websites." Information Systems Review, 17(2), 133-156. 
  32. Kim, H., Kim, I. & Lee, H. (2016). "Third-Party Mobile App Developers' Continued Participation in Platform-Centric Ecosystems: An Emprical Investigation of Two Different Mechanisms." International Journal of Information Management, 36 , 44-59. https://doi.org/10.1016/j.ijinfomgt.2015.09.002
  33. Kim, T. & Lee, J. (2016). "A Study on the User Interface Cases for Music Streaming Service: Focused on Apple Watch Apps in Korea." Korea Science & Art Forum, 24, 159-171. 
  34. Kim, H., Lee, Y. & Lee, H. (2019). "Negative Transition of Smart Device Utility: Empirical Study on IT-Enabled Work Flexibility, After-Hours Work Connectivity, and Work-Life Conflict." Informatization Policy, 26(4), 36-61. 
  35. Kim, H., Shin, B. & Lee, H. (2013). "The Mediating Role of Psychological Contract Breach in IS Outsourcing: Inter-Firm Governance Perspective." European Journal of Information Systems, 22, 529-547.
  36. Ko, M. & Kwon, S. (2008). "A Study on the Effects of User Participation on Stickiness and Continued Use on Internet Community." Asia Pacific Journal of Information Systems, 18(2), 41-72.
  37. Korea Creative Content Agency (2022). 2022 Music Industry White Paper. Naju: Korea Creative Content Agency. 
  38. Korea Fair Trade Commission (2013). Digital Music Market Analysis Report. Sejong: Korea Fair Trade Commission. 
  39. Knijnenburg, B., Willemsen, M., Gantner, Z., Soncu, H. & Newell, C. (2012). "Explaining the User Experience of Recommender Systems." User Modeling and User-Adapted Interaction, 22(4-5), 441-504. https://doi.org/10.1007/s11257-011-9118-4
  40. Lavie, T. & Tractinsky, N. (2004). "Assessing Dimensions of Perceived Visual Aesthetics of Web Sites." International Journal of Human-Computer Studies, 60(3), 269-298. https://doi.org/10.1016/j.ijhcs.2003.09.002
  41. Law, E. & Van Schaik, P. (2010). "Modelling User Experience - An Agenda for Research and Practice." Interacting with Computers, 22(5), 313-322. https://doi.org/10.1016/j.intcom.2010.04.006
  42. Lee, J., Cho, H. & Kim, Y. (2016). "Users' Music Information Needs and Behaviors: Design Implications for Music Information Retrieval Systems." Journal of the Association for Information Science and Technology, 67(6), 1301-1330. https://doi.org/10.1002/asi.23471
  43. Lee, J. & Cunningham, S. (2013). "Toward an Understanding of the History and Impact of User Studies in Music Information Retrieval." Journal of Intelligent Information Systems, 41, 499-521.
  44. Lee, J. & Downie, J. (2004). Survey of Music Information Needs, Uses, and Seeking Behaviours: Preliminary Findings. Paper presented at the 5th International Society for Music Information Retrieval Conference, October 10.
  45. Lee, J., Hu, X., Choi, K. & Downie, J. (2015). MIREX Grand Challenge 2014 User Experience: Qualitative Analysis of User Feedback. Paper presented at the 16th International Society for Music Information Retrieval Conference, October 26.
  46. Lee, S., Kim, S., Park, M. & Kim, Y. (2022). "An Empirical Study on Customer Subscription Intention and Satisfaction on Subscription-based Music Streaming Platform." Journal of Korean Society for Quality Management, 50(3), 593-615. 
  47. Lee, D. & Lehto, M. (2013). "User Acceptance of YouTube for Procedural Learning: An Extension of the Technology Acceptance Model." Computers & Education, 61, 193-208.
  48. Lee, J. (2021). "Music Streaming Service User Experience(UX) Framework: Comparison of Global Service UX vs. Domestic Service UX." Maters' Thesis, School of Business, Yonsei University. 
  49. Lee, J. & Seo, Y. (2018). "Analysis of Music Streaming Service's Price Types." Journal of Arts and Cultural Management, 11(1), 81-100. 
  50. Lee, S. & Shin, S. (2011). "Serendipity: The Effect of Technological Features in Social Curation Websites." Journal of Broadcast Engineering, 16(4), 72-83. 
  51. Lee, J., Sung, D. & Lee, J. (2020). "A Study on the Development of Digital Music Industry in Korea." Journal of Digital Contents Society, 21(11), 1981-1989.  https://doi.org/10.9728/dcs.2020.21.11.1981
  52. Lee, J. & Price, R. (2016). "User Experience with Commercial Music Services: An Empirical Exploration." Journal of the Association for Information Science and Technology, 67(4), 800-811. https://doi.org/10.1002/asi.23433
  53. Lee, J. & Waterman, N. (2012). Understanding User Requirements for Music Information Services. Paper presented at the 13th International Society for Music Information Retrieval Conference, October 8.
  54. Li, Y., Kim, H. & Lee, H. (2022). "Why Do Users Participate in Hashtag Challenges in a Short-form Video Platform? The Role of Para-Social Interaction." Informatization Policy, 29(3), 82-104. https://doi.org/10.22693/NIAIP.2022.29.3.082
  55. Liikkanen, L. & Aman, P. (2016). "Shuffling Services: ˙ Current Trends in Interacting with Digital Music." Interacting with Computers, 28(3), 352-371. https://doi.org/10.1093/iwc/iwv004
  56. McNamara, N. & Kirakowski, J. (2006). "Functionality, Usability, and User Experience: Three Areas of Concern." Interactions, 13(6), 26-28. https://doi.org/10.1145/1167948.1167972
  57. Moczarny, I., De Villiers, M. & Van Biljon, J. (2012). How Can Usability Contribute to User Experience? A Study in the Domain of e-Commerce. Paper presented at the South African Institute for Computer Scientists and Information Technologists Conference, October 1.
  58. Nielsen, J. (1994). Enhancing the Explanatory Power of Usability Heuristics. Paper presented at the SIGCHI conference on Human Factors in Computing Systems, April 24.
  59. Nguyen, H., Nguyen, H., Nguyen, N. & Phan, A. (2018). "Determinants of Customer Satisfaction and Loyalty in Vietnamese Life-Insurance Setting." Sustainability, 10(4), 1151.
  60. Norman, D. (1988). The Psychology of Everyday Things. New York: Basic Books.
  61. Palmer, J. (2002). "Website Usability, Design, and Performance Metrics." Information Systems Research, 13(2), 151-167.
  62. Parnanen, K. (2016). "What Makes a Satisfying User Experience in the Context of Human-Computer Interaction?" Master's Thesis, School of Business, Aalto University.
  63. Petrie, H. & Bevan, N. (2009). "The Evaluation of Accessibility, Usability, and User Experience." The Universal Access Handbook, 1, 1-16
  64. Roto, V., Obrist, M. & Vaananen-Vainio-Mattila, K. (2009). User Experience Evaluation Methods in Academic and Industrial Contexts. Paper presented at the Workshop UXEM, August 24.
  65. Seo, Y. (2013). "Flat-rate vs. Usage-based Pricing in Digital Music Industry." Review of Culture and Economy, 16(3), 47-59. 
  66. Shen, Y. & Lee, C. (2022). "A Study on UI Design to Improve the Emotional Experience of Music Streaming Apps: Focusing on Domestic Music Streaming Apps." Journal of Cultural Product & Design, 71, 235-250. 
  67. Sin, D. & Kim, B. (2014). "Price Sensitivity Analysis of Music Contents to price Discrimination in Online Music Service: Based on Service Platform, Compression System, and Content Type." Journal of Service Management, 15(3), 95-112. 
  68. Sikorski, M. & Garnik, I. (2010). "Towards Methodology for User Experience Measurement in On-line Services." Advanced Information Technologies for Management-AITM, 244-254.
  69. Sriphaew, K. & Katkaeo, P. (2017). "An Empirical Study on Usability of Online Hotel Reservation Websites." International Journal of Computer Theory and Engineering, 9(5), 402-405. https://doi.org/10.7763/IJCTE.2017.V9.1175
  70. Tella, A., Bode-Obanla, O. & Sulyman Age, A. (2020). "The Perspective of Undergraduate Students on Information Needs and Seeking Behavior through YouTube." Journal of Electronic Resources Librarianship, 32(2), 94-109.
  71. Tractinsky, N., 2004. Toward the Study of Aesthetics in Information Technology. Paper presented at the International Conference on Information Systems, December 12.
  72. Tu, C., Fang, K. & Lin, C. (2012). "Perceived Ease of Use, Trust, and Satisfaction as Determinants of Loyalty in e-Auction Marketplace." Journal of Computer, 7(3), 645-652.
  73. Vargo, S. & Lusch, R. (2004). "Evolving to a New Dominant Logic for Marketing." Journal of Marketing, 68, 1-17. https://doi.org/10.1509/jmkg.68.1.1.24036
  74. Vargo, S. & Lusch, R. (2008a). "Why 'Service'?" Journal of the Academy Marketing Science, 36, 25-38. https://doi.org/10.1007/s11747-007-0068-7
  75. Vargo, S. & Lusch, R. (2008b). "Service-Dominant Logic: Continuing the Evolution." Journal of the Academy Marketing Science, 36, 1-10. https://doi.org/10.1007/s11747-007-0069-6
  76. Venkatesh, V., Thong, J. & Xu, X. (2012). "Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology." MIS Quarterly, 36(1), 157-178. https://doi.org/10.2307/41410412
  77. Wang, K., Huang, S. & Li, Y. (2016). The Effects of Platform Feature, Content Feature, and Service Experience on Music Streaming Service Continuance. Paper presented at the 3rd Multidisciplinary International Social Networks Conference on SocialInformatics 2016, Data Science 2016, August 15.
  78. Wong, K. (2013). "Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS." Marketing Bulletin, 24(1), 1-32.
  79. Yamamoto, M. & Lambert, D. (1994). "The Impact of Product Aesthetics on the Evaluation of Industrial Products." Journal of Product Innovation Management, 11, 309-324. https://doi.org/10.1111/1540-5885.1140309
  80. Yang, H. & Lee, H. (2018). "Exploring User Acceptance of Streaming Media Devices: An Extended Perspective of Flow Theory." Information Systems and e-Business Management, 16(1), 1-27. https://doi.org/10.1007/s10257-017-0339-x
  81. Yang, S., Kim, I. & Jeong, C. (2016). "Effects of Digital Music Service Acceptance Factors on the Perceived Value and Customer Satisfaction." The Journal of the Korea Contents Association, 16(1), 456-463.  https://doi.org/10.5392/JKCA.2016.16.11.456
  82. Yi, C., Jiang, Z. & Benbasat, I. (2017). "Designing for Diagnosticity and Serendipity: An Investigation of Social Product Search Mechanisms." Information Systems Research, 28(2), 413-429.