Research on the Influence Mechanism of Copyright Awareness Awakening on Consumer Digital Music Membership Purchase Intention in Sichuan

Abstract

Since the 21st century, Internet digital music has become increasingly popular among music consumers. Due to the low cost of digital music reproduction and the imperfect market supervision system, until 2015, the use of digital music works was still basically in an uncertain and disordered state in China. This paper analyzes the specific status of digital music copyright protection in the current "Internet +" era. It discusses the evolution of music consumers' awareness of digital music copyright in recent years, which will help promote the development of the digital music industry based on the influencing factors of copyright, currency cost, functional value, social effect, consumption experience, and herd psychology. The three research objectives are; to analyze the influence mechanism of copyright awareness awakening on consumers' purchase intention of digital music members in Sichuan, to explore the influencing factors on membership purchase intention, and to propose the improvement of membership purchase intention.