Research On The Influencing Factors Of Users' Acceptable Network Paid Video Based On UTAUT Model

With the rise of Web3.0,the Internet has completely changed people's lives,the emergence of network paid video,indicating that users have a higher demand for content.Therefore this article is intended to explore the influencing factors of usage intention to adopt the network paid video.So as to help video websites more accurately understand the users,and provide constructive suggestions to promote the market development.First of all,this paper,which analyzes the user acceptance theories and the present situation of domestic and overseas,constructs the research model of the user influence factors for the network paid video.This model,which is based on the theory of UTAUT and combined the theory of perceived value,increases entertainment requirements,information requirements,and perceived cost variable.And then defines the variables and proposes the hypothesis between the variables.At the same time,the survey questionnaire was designed based on the mature measurement scale and the characteristics of users and paid video websites.Then uses a snowball sampling method with the questionnaire star platform to collect data.Finally,the collected data samples are analyzed by SPSS20.0 and smart PLS2.0.Through data validation,the degree of interpretation of the research model for usage intention has reached 62.9% and for usage behavior is 72.3%,which is ideal.The original variables of model,performance expectancy,effort expectancy,social influence,show significant positive correlation to the usage intention.The new variables of model,entertainment requirements,information requirements,show significant positive correlation to the usage intention.There is a negative correlation between perceived cost variable which is new variable of model and usage intention.The new variables have the same effect as the original variables to usage intention,which degree of interpretation is 62.9%.The facilitating conditions and usage intention have a significant positive correlation on usage behavior,which degree of interpretation is 72.3%.Finally,this study aimes at paying video website and operators in such aspects such as function,operations,and promotes relevantopinions and suggestions,so that can improve the users usage intention and usage behavior,and expand the network paid video market,and improve conversion rates.Finally can promote the healthy development of the network paid video.