earticle

영어

This study examines users' attitudes and emotions toward Melon and Spotify, which lead the domestic streaming market, through using semantic network analysis. This study strived to find out the emotions of users according to the company's strategy. As a result of the study, MelOn was used in a user’s daily life. Based on Melon's advantages of providing various contents, the advantage is judged to have considerable competitiveness beyond the limits of streaming apps. However, the users of MelOn’s had negative emotions such as anger, repulsion, and pressure. In the case of Spotify, users were highly interested in the music content provided by Spotify. In particular, interest in foreign music was high, and users were also interest in stock investment. In addition, positive emotions such as interest and pleasure were higher than melon users, which could be interpreted as providing attractive services to domestic users.