Exploring the determinants of users' co-creation behavior on music streaming platforms in China.

Abstract

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.