Results of Bootstrapping analysis.

Determining the causal factors influencing college students’ willingness to consume digital music in China is crucial given the rapid integration of digital technology with the traditional music industry. Chengdu, as a rapidly developing city in China with a thriving youth culture and a significant presence of higher education institutions, provides an ideal setting to explore the factors influencing college students’ willingness to consume digital music. Using a mixed-method approach and a sample of 431 college students from various universities in Chengdu, this research examines the impact of perceived value, behavioral attitude, subjective norms, user participation, user stickiness, and psychological needs on digital music consumption intention. The empirical results show that these factors jointly affect consumption intention, with user stickiness and psychological needs serving as mediators. Specifically, perceived value, behavioral attitude, subjective norms, and user participation have a significant positive impact on consumption intention. These findings provide valuable insights for digital music platforms and the music industry to develop targeted marketing strategies and services tailored to the demands and behaviors of college students in Chengdu.伴随数字技术与传统音乐产业的快速融合，明确影响中国大学生数字音乐消费意愿的因果驱动因素，具备至关重要的研究价值。作为中国快速发展的城市之一，成都拥有蓬勃发展的青年文化与大量高等院校，为探究大学生数字音乐消费意愿的影响因素提供了理想的研究场景。本研究采用混合研究方法，以成都多所高校的431名大学生为研究样本，考察感知价值（perceived value）、行为态度（behavioral attitude）、主观规范（subjective norms）、用户参与度（user participation）、用户粘性（user stickiness）以及心理需求（psychological needs）对数字音乐消费意愿（digital music consumption intention）的影响效应。实证结果表明，上述因素共同作用于消费意愿，其中用户粘性与心理需求发挥中介作用。具体而言，感知价值、行为态度、主观规范以及用户参与度均对消费意愿产生显著正向影响。本研究结论可为数字音乐平台与音乐产业针对成都大学生的需求与行为特征制定精准营销策略与服务方案提供有益参考。