Analysis of HTMT discriminant validity.

Music streaming platforms have recently become one of the latest innovative music devices used to replace traditional music sets. In order to examine users’ behavior on music streaming platforms, this study proposes an extended research model based on flow theory and investigates the relationship between flow experience and co-creation behavior. A partial least square methodology was employed to test the proposed model and corresponding hypotheses on data collected from 390 survey samples. The results showed that flow experience has a significant influence on users’ co-creation behavior. Among the three antecedents, only perceived skill and perceived interactivity have the strongest effects on flow experience, while perceived control has little effect on flow experience. This study discusses some valuable theoretical implications and offers insights useful for both researchers and practitioners.近年来，音乐流媒体平台已成为替代传统音乐播放设备的新兴创新音乐服务载体。为探究用户在音乐流媒体平台上的行为特征，本研究基于心流理论（Flow Theory）构建了扩展研究模型，并考察了心流体验与共创行为（co-creation behavior）之间的关联。本研究采用偏最小二乘（Partial Least Square）方法，基于390份调查问卷收集到的数据对所提出的模型及对应假设进行了检验。结果显示，心流体验对用户的共创行为具有显著影响。在三类前因变量中，仅感知技能与感知互动性对心流体验存在最强的正向影响，而感知控制对心流体验的影响微弱。本研究探讨了若干具有学术价值的理论启示，并为研究者与行业从业者提供了兼具参考意义的实践视角。