Research On The Video Website Users’ Purchase Intention For Member Based On DTPB Theory

The development of science and technology has led to the development of video network technology,and more and more people can watch the clear and smooth video through the network.The Internet technology level,network environment and social development all show the current network video development has a good situation.The impact and dissemination of foreign video sites also contributed to the creation and development of domestic video sites.After the rapid development in recent years,the industry of video sites in China have already shown the good trend,the mainstream media and websites in China have set foot in the online video market.As a new and developing blue ocean,network video has shown great potential and vitality.After a period of start-up,rapid growth and adjustment,the development of China’s video websites has gradually entered a plateau.At this stage,the profit model of video sites is inadequate,advertising,copyright distribution,cooperation with the electricity supplier website,sales of hardware terminals,these aspects of revenue can not support operating expenses.Advertising in our video industry has always been the main revenue,although user pay service has long been introduced,but in recent years it has only entered the stage of rapid growth of paid members.The rapid increase of paid members is mainly due to the improvement of the copyright environment,the increasing awareness of users’ legitimate rights and the provision of technological progress.Under this background,this paper based on the DTPB model,combined with the video site users pay status and the related theory,to establish a theoretical model,to design a questionnaire about the video website user’s intention to buy membership according to the hypothesis,and then distribute questionnaires and recycle questionnaires,data analysis.Finally,through empirical analysis,we can get the regression model of video website users.Membership benefits,understanding of member rights,and external influences have positive impacts on users of video sites,while live discounts and video content risks have a negative impact on users of video sites.The current members paid video websites in China is still in the initial stage of development,the existing literature mainly focused on the development of Internet video or video website business model,the empirical research on the purchase of members of video websites is scarce.When discussing the factors that influence the payment intention of video website users,this article refers to other Internet applications in the literature,we deconstruct it according to the actual situation on the basis of DTPB model,the model of network consumer behavior research is supplemented,the research methods used in this thesis may be helpful to the study of the payment of video website membership fees.