A Differential Study On The Influencing Factors Of Consumption Intention On Paid Information Of Digital Users

In the digital age,information has become one of the most important resources for people to survive.However,the "explosive" growth of information has not only produced excessive information,but also caused redundant information,spam and other issues,all of which have made it increasingly difficult for people to obtain useful information.In recent years,in order to help users obtain the required information quickly and effectively,online service providers have successively introduced some unique paid information products,or services.However,users'acceptance of paid information consumption is not high.Of course,the products or services provided by online service providers are not perfect,and it is difficult to meet the increasing information needs of users.In general,at present,information consumption,especially paid information consumption,has problems such as unbalanced development and unbalanced product service quality.With the rapid development of the Internet,the digital divide between the older generation and the younger generation has expanded.Because of the different growth environments,there are significant differences in the information literacy and acceptance capabilities of these two generations when using digital technologies.As a result,they have different attitudes towards paid information consumption as a new consumer behavior.In order to study the differences in the influencing factors of the willingness to pay for information consumption of these two generations,this paper divides digital users into digital natives and digital immigrants according to their ages,and discusses the differences in the factors that influence the willingness of their paid information to consume,which in turn are put forward some targeted suggestions for related parties to promote the rapid development of the information consumer industry.The paper is mainly divided into seven chapters.The first chapter is the introduction.Firstly,the background,purpose and significance of the research are expounded.Then the research content is introduced.Finally,the research methods and innovation points are presented.The second chapter is the literature review,which summarizes the related studies of digital tusers and information consumption.The third chapter is the construction and hypothesis of the model Based on the previous research,some new variables are introduced to construct the model of paid information consumption influencing factors of digital users.Then the research hypothesis is proposed for the structural model.The fourth chapter is the research design.This chapter explains each variable,then clarifies the source of reference for designing the questionnaire item,and finally collects data through questionnaires.The fifth chapter is the data analysis.In this chapter,SmartPLS3.0 software is used to select the PLS algorithm to test the reliability and validity of the data and model.Finally,the paired sample T-test of SPSS is used to verify whether there is significant difference between the two data sets.The sixth chapter is conclusions and suggestions.It summarizes the results of data operations and provides some inspiration and suggestions for digital users and online service providers.The seventh chapter is an epilogue.This section points out the deficiencies of this study,and looking forward to the future research direction.This paper adds some new variables such as "free psychology" to construct a model of the influencing factors of consumption of digital users'paid information,and draws the influencing factors of digital users' willingness to consume paid information through empirical research.The results of data analysis show that:(1)There are significant differences in the influencing factors of consumption intention on paid information between digital natives and digital immigrants;(2)"free psychology" and "perceived sacrifice" are two important factors impeding the digital immigrants from consuming paid information;(3)"perceived sacrifice" can be solved by lowering the perceived price or improving the safety of online service products;(4)"free psychology" can be weakened by improving the perceived benefits of users.