An Empirical Study On The Influence Factors Of Social Media Members' Payment Behavior

With the progress of mobile Internet technology,social media has also experienced a rapidly development in China.In the era of traffic,various social media platforms are trying to attract users.As one of the ways to retain high-visibility users,the membership system is also favored by major social media platforms.This article starts from the domestic representative social media platform Weibo,analyzes the behavior of its member users,and uses empirical research methods to summarize the factors that affect the payment behavior of members of Weibo platform users.It will provide a certain reference for future academic research on related aspects,and provide some new perspectives and ideas for social media companies in the direction of paid subscription business.The main ideas of this paper are:(1)the impact of individual innovation acceptance on member value perception;(2)the empirical research to prove the applicability and change of technology acceptance model in social media environment;(3)summarizing the influencing factors of social media user membership payment behavior,including the users' quality satisfaction with membership functions,relationship trust,and the cost of switching to other social media platforms.In addition to the above creative achievements,this article also puts forward four feasible suggestions for the future development of the social media membership system,namely: improving existing membership functions and improving users' experience;developing new membership functions to attract ‘innovative users';Creating a brand image,increasing users' trust in platform members;increasing publicity,improving user perception of the usefulness of member functions.