Research On The Influencing Factors Of Internet Video Users' Willingness To Pay

With the wide application and rapid development of the Internet,the consumer behavior of the audience is being changed.The result depends on both external and internal factors.From the perspective of external factors,the original profit source of video website is mainly from advertising revenue.With the sharp rise of copyright cost,video websites including Tencent,youku and iQIYI have been losing money year after year,so the website must be transformed immediately.Since 2014,iQIYI,tencent and many other video websites tried to make their own films after the fire of the online drama "soul ferry",and the video payment system reached a climax.From the perspective of internal factors,with the improvement of audience's awareness of paying and the increase of their spiritual needs,more and more audiences are willing to spend more time and money on entertainment.This subject takes video users as the object,and analyzes the video payment behavior of the audience from the perspectives of communication,consumer psychology,consumer behavior and other disciplines.The most important thing is to study the factors that influence the audience's willingness to buy paid video,and to understand the degree to which these factors influence the audience.Before the survey,combined with previous literature and relevant books,I guessed that the most important factor influencing the audience to buy paid video is the price factor,followed by the consumer's personal consumption psychology,and finally the marketing factor.Based on the literature review,this subject adopts the questionnaire drop survey method,combines with the in-depth interview,verifies the hypothesis through the survey data and content,and combs out the factors that influence the audience's willingness to pay.Finally,combined with the materials and problems found in this study,this paper puts forward corresponding marketing Suggestions for Tencent video website,aiming at helping operators to timely adjust their operation strategies.On the one hand,it can help them gain more paying audiences and more profits.On the other hand,it can better serve the audience and improve their movie-watching experience.