Research On Consumer Behavior Of Network Video Audience

Since 2004,the network video industry has developed rapidly and matured,becoming the main application of leisure and entertainment.At the same time,with the continuous strengthening of national supervision,network video industry market competition is more intense,which prompted the network video business model to change and innovation,and with the network video industry advertising revenue growth slowed down,members pay to watch the Internet video industry to become an important aspect of revenue.But the network video users have not yet developed the consumption habits,how to stimulate the consumer demand and consumer enthusiasm of network video users,identify the key factors of network video audience consumer behavior,will play an important role in promoting the development of network video industry and exploring the network video industry's market potential.The paper takes network video as the research topic,combs and analyzes the related research of network video,combines with theories of consumer behavior,through expert interviews and questionnaires,analyzes the key factors which influence the consumer behavior of network video audience,and establishes the evaluation index system on consumer behavior of network video audience.And then builds the hierarchical structure of the network video audience consumption behavior evaluation system based on the Analytic Hierarchy Process.The network video audience consumer behavior evaluation system is divided into the target layer,the standard layer,the program layer three levels,and the level from high to low.The target layer is the network video audience consumer behavior;the criterion layer consists of five factors,the program layer is composed of 26 factors,then constructs the network video audience consumer behavior model,and calculates the weight of each index by yaahp.At the same time,in order to ensure the objectivity and application of the evaluation index system of network video audience consumer behavior,this paper combines the Fuzzy Comprehensive Evaluation with the Analytic Hierarchy Process to evaluate the consumer behavior of network video audience comprehensively.Based on the principle of membership degree,the evaluation results of the indicators on the consumer behavior of network video audience are determined.Then combined with the weight of each index and the final score,makes in-depth analysis of network video audience consumer behavior factors,and puts forward relevant suggestions and opinions.