The Study Of Paying Willingness For Online Video Users Based On The Extended Model Of TPB

Although the payment service of online video websites has gradually become a trend in China,there are few researches on the payment behavior from the perspective of users.Based on this,this paper is based on the planned behavior theory which is widely used to predict people's behavior intention,and extends the theory according to the characteristics of the online video industry and the research situation in China,and establishes an influencing factor model of online video user pay intention,which affects people's paying intention to online video.The factors are discussed in depth.In this study,the model is revised and tested by previous research and formal investigation.Finally,the model is basically reasonable through the analysis results.At the same time,the following main conclusions are drawn: in the main model of the theory of planned behavior,video pay attitude,perception behavior control and people's video pay Intentions were significantly positively correlated,and these two variables once again showed a good explanatory power for behavioral intentions.In the extended part of the theory of planned behavior,we discuss the origin of behavior attitude,and point out that it is based on the comparison of benefit / cost,in which the benefits are made up of relative advantage and ease of use,and the cost is composed of perceived risk and perceived price.Through the empirical study,it is found that the relative advantages of paid video and the attitude to use sex are positively affected,and the price is negatively related to the pay attitude,and it is the most negative influence factor.There is a significant negative correlation between free values and the behavior intention of video pay,which means that the pay consciousness and habits of online video users in China need to be further developed.Finally,according to the experimental results,some suggestions for improving the payment video service are proposed,and the research deficiencies and the direction of improvement are briefly discussed.