Empirical Research On Factors Affecting Member Acceptance Of Online Video Websites

The VIP model of online video websites has been born under the circumstance when the domestic video enterprises were trying to explore new ways for profits.Comparing with advertising revenue,the income from providing value-added services for VIPs gradually becomes the new trend for enterprise development.With the promotion of major video sites recently,the number of VIPs ushers in the explosive growth,while it also reflects the permeability still has been in a very low level,especially compared with famous video websites in the USA.It means that the domestic video users have not yet formed consumption habits of paying for online videos and services,and not accepted online VIP model.As a result,doing research on member acceptance and carrying out study of factors that have direct and indirect effects on that appear to be very practical significant.Firstly,this study analyzes the development background of paid market of online video websites and the status quo of domestic member acceptance,after the preliminary discussion of the factors that may influence the member acceptance,the research topic has been put forward in this paper.Given the membership model of online video websites is an emerging business,there are few quantitative researches in this area.Besides,with the mobile internet being fully integrated into people's life,users' perception and feelings of technology products and services also have great differences with the previous.Different from users within the organization,video websites members are the persons who both pay for the member fee and form individual evaluation and judgements in the consuming process at the same time.Therefore,before putting forward this research model,previous researches related to user acceptance in such fields as e-commerce,mobile payment,mobile internet have been learned,and the uniqueness of the research object is also taken into consideration.Secondly,the theory model of this study is built on combining UTAUT model with VAM model.The utility function,emotional value and monetary cost,as independent variables,have indirect effects on member acceptance through the mediation variable perceived value.And social influence and facilitating conditions have a direct impact on members' acceptance.Based on this theory model,research hypothesis and uniqueness of VIP services,the questionnaire is designed and data are collected.Through the statistical analysis results of data,the model assumptions are all verified.Among them,the utility function has greater direct impact on perceived value than emotional value and monetary costs,and social influence is the biggest factors to member acceptance.Finally,according to the results of this study,several enlightenments and suggestions have been put forward to help online video websites develop VIP model comprehensively,such as strengthening video content attraction,improving functions of member privileges,segmenting user groups,designing different services,promoting in social way,creating multi-party cooperation in order to enhance compatibility,strengthening member relationship management and so on.