Research On The Influencing Factors Of Continuous Payment Willingness Of Members Of Himalaya FM

Big data,sensors,artificial intelligence,science and technology continue to upgrade at the N-th power rate,which has changed the form of human communication like never before.McLuhan believes that under the influence of new media forms,the human sensory system squeezed by vision may return to equilibrium due to the return of hearing.In 2016,the accompanying online audio and the knowledge economy native to the Internet collided,and knowledge payment became popular,and four major head platforms emerged.Two years later,the first wave of dividend payment for knowledge payment is coming to an end.The user asks:Are you buying knowledge or anxiety?Want to be useful or fun?The platform asks itself:continue to sell knowledge or switch to content?How to improve the life value of platform users?When knowledge payment enters the second half,audio content payment has become mainstream,combined marketing replaces onetime sales,paid membership system or a panacea for the platform to achieve user growth,but the prescription still needs to be explored.This article selects Himalayan FM,the pioneer of online audio platform unicorn and audio content payment platform,as the research object.It is found that although the platform currently maintains a growing trend,its user scale is about to hit the ceiling,so there is a problem that it needs to extend the life cycle of users.And extending the user life cycle means that the platform needs to improve user retention.Driven by the improvement of user retention,Himalayan FM has made paying members one of the main ways of operating users and one of the main monetization paths of the platform.Then how to make users who have become members continue to pay and ensure the retention rate of member users becomes Vital links in platform operations.This article attempts to answer this question on factors affecting the willingness of Himalayan FM members to continue to pay.In the research process,this article uses the literature analysis method,through the analysis of relevant literature and industry reports,the introduction of expectation and confirmation theory model(ECM),based on the core of the theory of use and satisfaction and analysis of Himalayan FM profile,preliminary extraction of perception Usability,satisfaction,entertainment needs,compatibility,perception control,and ease of use are six factors that may affect the willingness of Himalayan FM members to continue to pay,and then the interview method is used to further actual investigation.After classification and aggregation,the perception is finally determined Usability,satisfaction,entertainment needs,compatibility,perception control,and social reference are six factors that may affect the willingness of Himalayan FM member users to continue to pay,and the mediator of the degree of expectation confirmation in the Expectation and Confirmation Theory Model(ECM)is added Variables and the dependent variable of willingness to pay continuously yielded 8 variables.This article redefines these 8 variables based on previous literature and the research scenarios of this article,proposes 9 hypotheses,and constructs a conceptual model based on the hypotheses.In the research and design phase,in order to initially guarantee the reliability and validity of the questionnaire,this article refers to previous studies to generate scales and questionnaires,and conducts a small range of pre-tests.After ensuring their reliability and validity,a formal questionnaire is placed.Finally,405 valid questionnaires were collected,and then demographic characteristics,usage statistics,and reliability and validity tests were performed on the recovered questionnaire data to ensure that the data was reliable and valid.In the data analysis section,this article uses SPSS23 software to analyze the correlation of the three groups of variables involved(a total of 9 pairs),to explore the correlation between the variables,and to obtain perceived usefulness,entertainment,compatibility,satisfaction The degree of association between degree,social reference,perception control and willingness to pay continuously is positively moderate;the degree of association between perceived usefulness,degree of expectation and satisfaction is positively moderate;degree of association of perceived usefulness and degree of expectation Degrees are positively moderately correlated.When verifying hypotheses and models,taking into account the limitation of regression analysis,there can be one or more independent variables,and the dependent variable can only have one limitation.In this paper,the structural equation model analysis method is used to import data into AMOS software for model fitting.Inspection and path analysis found that:(1)The perceived usefulness,satisfaction,entertainment needs,compatibility,and perception control of users of Himalayan FM members have a significant positive impact on their willingness to continue to pay.(2)There is only a positive correlation between the social reference of Himalayan FM member users and their willingness to continue to pay,and its impact on their willingness to continue to pay is not significant.(3)The degree of expectation confirmation of Himalayan FM member users has a significant positive impact on perceived usefulness and satisfaction.(4)The perceived usefulness of Himalayan FM member users has a significant positive impact on satisfaction.Therefore,this paper deletes the assumption that the social reference has an effect on the willingness to pay continuously,and revises the model.Finally,this article believes that Himalayan FM should go deep into entertainment evolution,companion evolution,and cost evolution,and make practical suggestions based on the current operating situation of Himalayan FM.