Research Of Influence Factor Model Of User Attitude Towards Paying For Online Video

In 2012,online video surpassed online searching service,becoming the most major application on the internet.However,as the operation cost of mainstream video website increasing to a high level,the former advertisement-based business model showed its inadequacy.Some online video providers made a try in paid service,which had been proved growing slow according to market data.Additionally,social video application and video social behavior turned trendy.Such phenomena brought new developing opportunities to online videos.In this context,this article started from individual user paying behavior,along with a brief introduction of related research on online payment behavior and attitude,examining current findings in this field and potential undiscovered issues.Afterwards,‘Weighted Needs Theory' was put into use in user payment attitude model,help to construct an Influence factor model for attitude toward paying for online video.This article made a theoretical contribution because:1.This research applied Weighted Needs variables to previous online video user payment attitude Influence Factor Model.Such finding made a solid theoretical supplement for linking payment attitude influence model and New Media Weighted Need Theory.2.Sociability was a heated topic among foreign scholars,but not for domestic researchers who were interested in online video user behaviors or attitudes.In this article,related concepts from CSCL research field were introduced.Sociability and Social Presence weighted needswere proved important for users' paying attitudes towards online video.Along with a thorough explanation among variables in the model,this research made a supplement to current research.3.The research underneath this article made a further step beyond multiple regressions on influence factors: influence factors were statistically tested as latent variables.A Structural Equation Model was built,making a convincing Online Video User paying attitude model.Weighted needs,perceived cost and free mentality were influence factors,among which Information Acquisition Weighted Need,Sensory Satisfaction Weighted Need,Sociability Weighted Need and Social Presence Weighted Need positively affect user paying attitude.Perceived cost and free mentality were negatively affecting user paying attitude.This article emphasized users' perceived differences between new and old media,users' tradeoffs among various needs.The research result would definitely help forecast and explain user's paying attitude towards online video.This research was done for both provoking and practical needs.The result of my result can do help to estimating users' payment needs and help improving online video service providers' applications.