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Title: The application of moderated mediation statistical model in the study of college students' online music purchase intention

Authors: Kai Song; Zhifu Sun

Addresses: College of Music and Dance, Aba Teachers University, Aba – 623002, Sichuan, China ' College of Music and Dance, Aba Teachers University, Aba – 623002, Sichuan, China

Abstract: In view of the low efficiency of data analysis and the lack of accuracy of association mining in the traditional study of consumption intention, this study uses adjustment intermediary statistical model, regression analysis, propensity score matching (PSM) and other methods to explore the complex correlation mechanism between college students' lifestyle, perceived value, neurotic personality and their online music purchase intention. The results show that fashion taste, perfectionism tendency and freedom proposition are positively correlated with college students' online music purchase intention; perceived value plays a partial mediating role in the relationship between fashion taste, perfectionism, freedom proposition and purchase intention, and the mediating effect value is 0.176. Neurotic personality plays a positive regulatory role in the relationship between perceived value and purchase intention. The regulation intermediary statistical model provides analysis tool for consumer behaviour research, and its conclusion can provide data reference for the refined operation of online music platform.

Keywords: moderated mediation statistical model; online music purchase intention; lifestyle; perceived value.

DOI: 10.1504/IJRIS.2026.154054

International Journal of Reasoning-based Intelligent Systems, 2026 Vol.18 No.13, pp.12 - 22

Received: 05 Jan 2026
Accepted: 16 Mar 2026
Published online: 10 Jun 2026 *