Research On Influencing Factors Of User Payment Behavior In Online Video Website

With the rapid development of Internet,network video has gradually become the main form of entertainment,the advent of the era of pay for content,to the Chinese Internet video industry provides a larger development space,video pay also gradually into the consumer's view,however,paid video related content proportion increase of subscribers the growth of the scale,does not mean that users pay income has become a stable business income of video web site platform,the video website of loss-making situation,according to user's video paid permeability is still not high,the number of subscribers in China and developed countries also have a certain gap,Video website payment market still needs to be further expanded.Combined with the characteristics of the era of content payment,in-depth exploration of the influence path of online video website user payment behavior has important theoretical significance for promoting the healthy development of video industry.From the point of the existing research,with a little scholars in the past two years to video sites paying willingness on empirical research,more is the theory of perceived value,expectation confirmation theory,integrated technology acceptance model as the theoretical basis,analyze the influencing factors for paying willingness,and will be paying willingness is equivalent to paying behavior,not explore pay will affect the path to the actual payment behavior.Based on this,this paper,from the perspective of users,based on the theory of planned behavior,analyzes and verifies the influencing factors and mechanism of online video website user payment behavior.First of all,in this paper,the online video sites,pay online video sites users and planned behavior theory research,on the basis of planned behavior theory model,combined with the research object and content for the characteristics of The Times,a detailed analysis on the behavioral attitude,subjective norm,perceived behavioral control in the level of the three specific prediction variables,the behavior level,the attitude to better understand consumer free video habit,introducing variable used to strength,to join the consumer preference video variables;At the level of subjective norms,variable moral norms are introduced to better understand consumers' awareness of safeguarding their rights.In terms of perceived behavior control,variable acquisition difficulty is introduced in combination with the difficulty analysis of obtaining equivalent video resources on the Internet by consumers nowadays.Analyze the influence path of each research variable on payment intention and payment behavior.At the same time,in this paper,the online payment method accepted behavior analysis of the related research with payment on behalf of the consumer awareness of the payment of convenience,safety awareness and explore the regulation of perception of payment to pay in order to understand influence consumer willingness to pay behavior influence factor,in the process of transformation to build the video web site users to pay behavior research model of influencing factors to enhance the strength,the model in order to let the video web site operators to pay more targeted understanding in content era background,the influence factors of promoting video users pay.In this paper,refer to the previous research scale,design of questionnaire,this paper preliminary investigation before the formal study,the preliminary survey data collected by sample description and scale of the pretest,reliability and validity of the questionnaire were adjusted according to the analysis result to choose modify,formed the formal questionnaire,through the questionnaire star platform to investigate object,and recycling questionnaire data,the results of the questionnaire to carry on the sample description,using the single factor analysis of variance demography variables influence whether there are significant differences in the model,USES the questionnaire survey SPSS19.0 reliability analysis,AMOS24.0 was used for questionnaire validity analysis,model fit analysis,structural equation model analysis and test of adjustment effect of perceived payment method.Finally,the research hypothesis was given.The results of this paper show that perceived usefulness,ethics,and difficulty of acquisition positively affect the willingness to pay,as well as the paid behavior.Habit intensity has negative influence on payment intention,but has no significant influence on payment behavior.The perceived price has no significant influence on the willingness to pay,but has a negative influence on the paying behavior.Video preference positively affects the willingness to pay,but has no significant influence on the paying behavior.Perceived payment method has a significant moderating effect on paying intention to paying behavior.In addition,collective norms and self-efficacy have no significant influence on payment intention and payment behavior.At last,based on the research conclusion,this paper analyzes from the three aspects of social environment,video website operators and users,and puts forward relevant opinions and Suggestions: promoting the benign development of copyright ecology;Enhance quality service experience and enhance content quality;Multiple ways to cultivate user payment habits.In this way,consumers' awareness of rights protection can be clearly delineated,which points out the direction for the sustainable development of social copyright ecology.Clearly in the era of sharing resources to pay for content era,consumers enjoy the habit of free resources status,more reasonable to cultivate user pay habits;In order to help video website operators more accurate understanding of users,expand the video paid market,improve user conversion rate,create new profit growth point,in order to promote the healthy development of video paid market.