A Research On The Internet Video Paying Behavior Of The Post-80s Generation Based On The Life Style

With the development of technology,new media play a more important role in people's life,the new development trend of new media have a profound impact on the audience.As a new media,network video in the past two years led consumption boom.Post-80 s has become the main consumer.The economic value of mass media is more prominent.in this wave,it is necessary to study the characteristics of audience behavior.The post-80 s is influenced by the unique social environment factors,showing the characteristics of individual diversity,in the viewing behavior,viewing psychology and viewing habits are not the same.For the post-80 s,simply based on demographic research is not enough to fully reflect the behavior and characteristics of the use of the audience.At present,there are many researches about the media consumption of the post-80 s generation.However,it is less involved in the field of video consumption,and it is rarely involved in the generation of target.Based on the theory of sociology,psychology and economics,this paper takes the life style as the breakthrough point by measure the audience's activities,opinions and interests to subdivide the audience of the post-80 s generation,and discusses the characteristics of the audience's behavior in the new situation.On the basis of collecting the data of the nationwide paid video users,through factor analysis and cluster analysis,pay video audiences are divided into four groups of conservative restraint,they are Conservative-restraint group,Binge-watching group,Trendy-struggle group and Impulsive-aggressiveness group.By using the chi-square test and variance analysis and other statistical methods to verify the behavior of different ethnic groups,and then summarize the characteristics of the use behavior of various ethnic groups,and accordingly put forward the corresponding marketing strategy.