한국 시장에서의 음악 스트리밍 앱 만족도의 결정요인 분석

Recently, the music streaming app service market has grown due to the popularity of K-Pop and the proliferation of smartphones. However, as international services that have already been successful abroad have entered Korea, the market share of domestic companies is shrinking every year. This study aims to identify the factors affecting main users' satisfaction with music streaming apps based on their individual cognitive structure. That is, we interviewed MZ generation about the recognized distinctions between apps using the repertory grid technique, elicited the factors affecting their satisfaction, and analyzed the importance of the factors. Finally, we compared the customer perceptions of representative music streaming apps at home and abroad, Melon and YouTube Music.