Proceedings of the 2022 5th International Conference on Humanities Education and Social Sciences (ICHESS 2022)

Motivation Research on Raising the Attention of Generation Z to Traditional Chinese Music: A Qualitative Study on the Digital Music Industry

Authors
Yunsong Liu1, *
1The High School Affiliated to Renmin, University of China, Beijing, 100080, China
*Corresponding author. Email: sarah18201007012@126.com
Corresponding Author
Yunsong Liu
Available Online 30 December 2022.
DOI
10.2991/978-2-494069-89-3_54How to use a DOI?
Keywords
Consumer motivation; Generation Z; Traditional Chinese Music; Digital music industry
Abstract

The digital age of music industry provides new opportunities for Traditional Chinese Music to become more innovative, shareable, and hereditable. This study examines and explores the motivation of Generation Z to increase their attention to Traditional Chinese Music in the digital music industry. The qualitative research methodology is applied in this paper. Results show that, from the Generation Z’s experiences of music and music streaming, their motivation can be improved through four dimensions, namely Product Packaging, Media Promotion, Music Recreation, and Cognitive Ascension.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 5th International Conference on Humanities Education and Social Sciences (ICHESS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
30 December 2022
ISBN
10.2991/978-2-494069-89-3_54
ISSN
2352-5398
DOI
10.2991/978-2-494069-89-3_54How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

TY  - CONF
AU  - Yunsong Liu
PY  - 2022
DA  - 2022/12/30
TI  - Motivation Research on Raising the Attention of Generation Z to Traditional Chinese Music: A Qualitative Study on the Digital Music Industry
BT  - Proceedings of the 2022 5th International Conference on Humanities Education and Social Sciences (ICHESS 2022)
PB  - Atlantis Press
SP  - 454
EP  - 464
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-89-3_54
DO  - 10.2991/978-2-494069-89-3_54
ID  - Liu2022
ER  -