J. Inf. Technol. Appl. Manag. 24(3): 63~72, September 2017 ISSN 1598-6284 (Print) https://doi.org/10.21219/jitam.2017.24.3.063 ISSN 2508-1209 (Online) The Effect of the Attractiveness of Mobile Music Applications on the Level of User Loyalty Dong Mengyu*․Namjae Cho** Abstract The purpose of this study is to investigate the relationship between application attractiveness and loyalty to mobile music applications. The application attractiveness is operationalized into four dimensions: richness of music contents, music app design quality, music app functionality, and promotion. The hypotheses are postulated and tested using a sample of 370 student respondents from Henan Polytechnic University and Henan Institute of Technology, China. The result shows that there is a positive correlation between loyalty and three application attractiveness aspects: richness of music contents, music app design quality and music app functionality. Based on the results of this study, the research put forward constructive suggestions about improving mobile music application loyalty. Finally, several conclusions, managerial suggestions, limitations and future research are proposed. Keywords:Mobile Music Applications, Loyalty, Application Attractiveness 1) Received:2017. 07. 01. Revised : 2017. 09. 04. Final Acceptance:2017. 09. 15. * Master Program Researcher, School of Business, Hanyang University, e-mail:
[email protected] ** Corresponding Author, School of Business, Hanyang University, 17 Haeng Dang-Dong, Seong Dong-Gu, Seoul, 04763 Korea, Tel:+82-2-2220-1058, Fax:+82-2-2292-3195, e-mail:
[email protected] 64 JOURNAL OF INFORMATION TECHNOLOGY APPLICATIONS & MANAGEMENT 1. Introduction bile music applications in the industry. Service provider (SP) mainly refers directly to those 1.1 Background businesses that provide digital music services to users.