Research On The Influencing Mechanism Of The Willingness To Continue Using The Advanced On-demand Service Of Video Platform

With the arrival of THE 5G era,consumers have higher and higher requirements for the timeliness of information.At the same time,more and more users have successfully made the leap from getting video content for free to paying for it.This gradually becomes the breakthrough of video platform innovation profit model.In the era of mass innovation,video platforms have launched a series of content payment services,but users have mixed opinions about them.In view of this phenomenon,how to improve the content payment service,to better meet the needs of users,the long-term implementation of the service has become an urgent problem to be solved.In order to solve this problem,it is very important to explore the main factors influencing users’ willingness to continue using,and at the same time,to explore its mechanism.No matter how other factors motivate and reinforce consumers’ willingness to continue using,they are ultimately based on the quality of the product or service,and the quality of service is the reference frame for users to measure whether it is worth the money.Content payment service belongs to electronic service,and its service quality is mainly reflected in two aspects: efficient performance and system availability.S-o-r theory holds that the generation of consumer behavior is a certain process,specifically for the external stimulus(tangible goods or intangible services)to affect the individual’s internal state and then affect the individual’s behavior(close or avoid).When it comes to the research on content payment,users form an evaluation of the quality of the service in their brain through purchasing and using the related services for content payment,thus affecting the individual’s psychological attitude towards the service,and thus affecting the subsequent purchase intention and behavior.Based on the S-O-R theory,this paper considers that quality of service is a key variable that affects users’ willingness to continue using.The psychological comfort of users mediates the relationship between service quality and continuous use intention of users.At the same time,time orientation and copyright awareness are introduced to construct a moderated mediation model.Based on the research content,this paper proposed 9 hypotheses.In order to verify the theoretical hypotheses,a total of 234 valid questionnaires were collected from adult users who purchased the advanced vod service launched by the video platform.Multivariate hierarchical regression and Bootstrap method were used for empirical test.The following conclusions are drawn:(1)The higher the quality of vo D service,the stronger the willingness of continuous use;(2)User psychological comfort plays a mediating role in the relationship between vo D service quality and users’ willingness to use continuously;(3)The user’s time orientation plays a moderating role between the user’s psychological comfort and the user’s willingness to continue using.Present orientation enhances the positive effect of psychological comfort on users’ intention to use continuously,while future orientation weakens the positive effect of psychological comfort on users’ intention to use continuously.(4)The stronger the users’ copyright awareness is,the more significant the positive impact of vo D service quality on users’ willingness to continue using is.This paper discusses the relationship between vo D service quality and users’ willingness to continue using,including the mediating effect of users’ psychological comfort,copyright awareness,time-oriented and moderated mediating effect.Take this as an example to explore the mechanism of content payment service on video platform and the intention of continuous use of users Step improves the research of S-O-R theory in the field of consumer behavior,enriches the related research of content payment service,and provides reference for promoting the innovation of content payment service mode of video platform.