Affiliation:
1. Shanghai Jiao Tong University, China
2. University of Southern California, USA
Abstract
Based on a theoretical perspective of the optimum stimulation level (OSL), we investigate how the cross-media usage (multi-device and multi-app usage) of individual users influences their exploration of new music in a music-streaming platform. We also examine whether gender moderates the link between cross-media usage and new music exploration behavior. We analyze survey responses from 1116 college students in China, and our findings show a significant and positive effect of multi-device usage on new music exploration. By contrast, multi-app usage does not have any statistically significant effect. The results also indicate that being a woman positively moderates the relationship between multi-app usage and new music exploration behavior. Our study contributes to the understanding of exploratory user behavior in a new media context by linking the OSL theory to digital music consumption.
Subject
Sociology and Political Science,Communication