The Effects Of Pricing Strategies On User’s Willingness To Pay In Digital Content Platforms

In recent years,digital content platform industry has been developing continuously,but the loss is a common phenomenon in the industry.Digital content platforms have been seeking effective pricing strategies to increase revenue.The effectiveness of pricing strategy has always been a concern of scholars,and partition ed pricing(abbreviated as PP)is considered to be a new strategy which can bring more profits to enterprises.However,evidence of the impact of PP is mixed.Under the impact of different moderated variables,the effect of PP is different.In the practice of digital content platforms’ PP strategy,users have disputes about the charging method of the platform that charging more than one time on the basis of fixed membership fees.In order to solve the problem of how to balance the commercial income of digital content platform and users’ experience,this study theoretically discusses the overall influence mechanism of digital content platform’s pricing strategy on users’ willingness to pay.This paper has carried out three sub-studies for empirical analysis.In study 1,the secondary data analysis method was used to explore the correlation between pricing strategy of digital content platform and platform quality.In study 2 and study 3,the experimental method were used to explore the influence mechanism of different pricing strategies of digital content platforms on users’ willingness to pay.In study 1,it was found that high-quality platforms mostly used PP,while low-quality platforms mostly used all-inclusive pricing(abbreviated as AIP).Study 2 discussed the influence mechanism of AIP and PP of digital content platform on users’ willingness to pay.The results indicate that users’ willingness to pay is higher under all-inclusive pricing(AIP)(vs.PP)through the mediating effect of perceived fairness and perceived value.Study 3 divided PP into three different tactics and explored their effectiveness for high-quality platforms as well as the moderating effect of product categories.It was found that both of the two PP tactics that PP in Combinations and PP in Blind Box(vs.PP in Single)significantly improve users’ perceived fairness,perceived value and willingness to pay on highquality platform.Moreover,for hedonic products on digital content platform,the tactic that PP in Blind Box is more effective.In this study,the differential influence of AIP and PP under the research background of digital content platform is deeply discussed.This study enriches the research in the field of digital content platforms’ pricing strategy and expands the related research of PP.In the management practice of enterprises,this study can provide practical guidance for digital content platforms to adopt appropriate pricing strategy according to enterprise’s characteristic and product catrgory to improve users’ willingness to pay.