부산대학교 도서관

Research Purpose: To examine changes in the competitive structure of the music streaming market, the impact of users' awareness of the characteristics of subscription-type music streaming services and intention to switch when rates increase were investigated. Research Methods: Online survey to find out user recognition of digital music streaming services. Results in Research: As a result of comparing the perception of service features between YouTube Music and other services, YouTube Music users showed the highest positive attitude toward ease of use and content diversity, while other services rated ease of use the highest. Content diversity was found to be the factor that had the greatest impact on the satisfaction of YouTube Music users, and users of other services were found to have greater satisfaction as ease of use and cost reasonableness. Lastly, comparing the intention to switch to other services when the music streaming service fee increases, it was found that the intention to switch to other services was higher than that of YouTube Music users. Research Conclusion: Service differentiation such as YouTube's recommendation function and offline downloads, as well as a vast content library linked to the use of YouTube videos, have emerged as characteristics of YouTube Music and are contributing to the influx of users. Domestic music streaming services should also enable offline download functions at a reasonable cost, develop various types of content, and finally enhance competitiveness through service differentiation and content differentiation.