The Research On The Influence Of Social Media Users’ Participation On The Payment Behavior

Today, social media has become popular, seamless connect with people’s lives. Social media is not just a simple social platform, but also plays a powerful role in information dissemination in various aspects of business, life, politics, etc. Explosive growth in the scale of social media users has been observed, users’ awareness for initiative and willingness to use is constantly improving. However, users’ payment behavior on social media didn’t increase with the increase of the scale of Social media users. The problem of profitability still troubles the social media company.In the context of the domestic social media, this paper take SINA WEIBO as example which is the largest and most representative social media of CHINA. This paper study users’ Participation in social media, building research model, proposed hypotheses, explored the influence of social media users’ participation on the payment behavior, research contents and research results are as follows:1.Propose the levels of social media users’ participation.Based on the review of relevant studies about the levels of users’ participation, we summarized and proposed the levels of social media users’ participation. This paper divided social media users’ participation into four levels:content consumption, content production, community involvement and personal influence. Determined specific indicators for all levels of social media users’ participation.2.Propose a research model on the influence of social media users’ participation on the payment behaviorBased on the review of relevant studies about social media users’ participation and social media users’ payment behavior, analysis the influence mechanism between social media users’ participation and payment behavior, building research model and proposed hypotheses. 3.Though the empiprical research, we verified the research model and research hypothesesThis paper analysis the users’participation data collected in SINA WEIBO to verify the research model and research hypotheses. The results show that:1) User participation in the website is positively associated with the likelihood of payment behavior for the premium services, users in the higher participation levels have the stronger willingness to pay. Personal influence has the strongest positive correlation with the likelihood of payment behavior for the premium services. If the users are more active in the higher level, the likelihood to pay is more likely.2) User participation is positively associated with a shorter period of time of free usage, users in the higher participation levels make the decision to subscribe to pay for the premium services sooner.4.Raise some revealed marketing strategiesBased on the conclusions of the study, we raised some revealed marketing strategies.