The Research On The Payment Willingness Of Internet Live Platform Users

With the maturity of the network environment and the gradual popularization of intelligent mobile terminals,China's Internet live broadcasting industry has developed rapidly.According to the disclosure data of iiMedia Research and China Internet Network Information Center(CNNIC),by the end of 2017,the number of online live users in China had reached 398 million,which was only 151 million behind the 549 million users of mobile video.The scale of live broadcast market is 43.2 billion,which has exceeded the scale of paid video market.The volume of the Internet live broadcasting market should not be underestimated.The most important income source of the Internet live broadcasting industry is reward income,which means that users buy virtual gifts on the live broadcasting platform to reward the host,from which the platform is divided.In the first half of 2018,93.9%of YY live's revenue,84.2%of Momo's revenue and 97.7%of Yinke's revenue came from reward income.Therefore,the willingness of audience to pay for live broadcasting platform seriously affects the sustainable development of the Internet live broadcasting industry.However,previous studies focused on the willingness to continue using the Internet live broadcasting platform,and there were few studies on the willingness of live viewers to pay.On the basis of literature review and theoretical analysis,this study establishes an analysis model to empirically test the willingness of users to pay on the Internet live broadcasting platform,in order to explore the factors affecting users'willingness to pay and the influencing mechanism.Firstly,this paper reviews the development history and current situation of the Internet live broadcasting industry.Then,based on Stimulus-Response Theory(S-R theory),Information System Success Model(D&M model),Unified Theory of Acceptance and Use of Technology(UTAUT model),this paper establishes an analysis model of users'willingness to pay for the Internet live broadcasting platform.Taking the Douyu.com as a sample,this research uses Python network programming and web crawler technology to obtain the real user behavior data stored in the servers,and makes an empirical analysis with the distributed massive data processing technology.The results show that the system quality,information quality and service quality of the live broadcasting platform have a positive impact on the audience's willingness to pay,while"live broadcasting popularity"will positively regulate the relationship between system quality,information quality and willingness to pay,and the audience's "account value" will positively regulate the relationship between system quality,information quality,service quality and audience's willingness to pay.Finally,based on the results of empirical analysis,this study discusses the management implications for the live broadcasting platform,with a view to providing some reference for the future development of China's Internet live broadcasting industry.