An Empirical Study On The Influential Factors For User Payment Willing In Bullet Screen Video Websites

With the continuous expansion of the scale of online video users in our country,the expansion of the video industry has also promoted the rapid development of the scale of video payment.After ten years of development and continuous advancement,payment has become a common phenomenon in the industry,and users' payment habits have been gradually cultivated.However,with the weakening of the demographic dividend,the growth and development of membership-based video paid value-added services slowed down.In the face of this situation,exploring the factors that affect users' willingness to pay for video has certain practical significance and research value.Bilibili bullet screen video website is the object of investigation in this study,and is a typical representative of the domestic young people's gathering place and the two-dimensional cultural community.First of all,Bilibili has stood out in a series of market competitions,and the website and user groups have continued to grow and develop.However,the follow-up development of bullet screen video websites established at the same time or later is weak or relatively limited,and the development of video payment is relatively lagging.Bilibili has a strong representative in the exploration and practice of paid videos on bullet screen video websites.In addition,Bilibili has high user stickiness and loyalty.Whether this will increase users' willingness to pay for videos is a question worthy of research.Based on the UTAUT2 model,this article conducts research and investigation through Depth Interviews.Based on the existing research model variables,performance expectation,effort expectation,social influence,facilitating condition,hedonic motivation,and price value,three variables are added: free mentality,perceived irreplaceability,and professional user-generated content.At the same time,the original model habit is refined into free habit to explore which variables are affected by the above variables when users pay for their videos.This research uses AMOS24.0 software to verify the structural equation.The empirical results show that performance expectations,effort expectation,and hedonic motivation significantly positively affect users' willingness to pay for videos.Price value,free habits,free mentality,and professional user-produced content significantly negatively affect users' willingness to pay for videos.facilitating condition and perceived irreplaceability have no significant impact on users' willingness to pay for videos.Based on the results of empirical research and Depth Interviews,suggestions were made on the development of Bilibili from three aspects:content,price and community association.