Research On Influencing Factors Of Users' Willingness To Pay For Online Video

Nowadays,the scale of online video users and the scale of the industry are growing rapidly,and the market prospect of the online video industry is broad.At the same time,the competition in the online video industry is becoming more and more fierce.Therefore,how to explore innovative profit models and how to complete the User competition is a problem that many online video platforms have to consider at the moment.In this context,this study takes online video platform users as the research object,builds a model of influencing factors of willingness to pay from the user's perspective,and combines theoretical analysis with empirical tests to explore how various factors affect the willingness to pay and how they interact to clarify the network The internal mechanism of the video user's consumption behavior,and puts forward feasibility suggestions for the development of commercial operation strategies for online video platforms.Based on previous research,this study integrates planned behavior theory,perceived value theory and unified technology adoption and usage models,introduces network video context-related elements,enriches model variables,and builds an influencing factor model for online video users' willingness to pay.Through questionnaire survey,595 valid sample data were obtained,and the empirical analysis of measurement model reliability and validity,structural model path relationship,model adaptation degree and so on were carried out.In order to avoid the deficiencies of pure quantitative analysis,combined with in-depth interviews with online video users,the system analyzes the factors that affect online video users' willingness to pay.The research results of the influencing factors model of online video users' willingness to pay show that the theoretical models of influencing factors of users' willingness to pay have a good fit,and the path relationship assumed by the theory is in good agreement with the actual measured data.Perceived usefulness,perceived cost,social influencing factors,and personal payment awareness are the direct influencing factors of users' willingness to pay,while perceived usefulness,perceived entertainment,perceived cost,and perceived ease of use indirectly affect users' willingness to pay by affecting perceived value.