A Study Of Audiobook Users’ Willingness To Pay For Content

In recent years,with the development of the Internet and the advent of the digital information era,digital knowledge content has gradually moved from a form of sharing economy to a new way of information exchange.The year 2016 is also called "the debut year of knowledge payment on the Internet in China".In this year,a variety of new knowledge payment platforms were born in China.Currently,there are more than 6 million consumers of paid knowledge in China,and the total sales of paid knowledge have reached more than 80 billion yuan.As the main group of people who accept new things,young people are the most receptive to new things and fresh cultural products,and they are also the biggest knowledge payment consumers.Therefore,their exploration of the factors influencing the willingness to purchase knowledge-paying products is also very relevant.Nowadays,Lazy Listening has gradually evolved from online literature to a comprehensive audio reading model.Its production method has also been transformed from PGC audiobooks to a complementary model structure of PGC+UGC.According to the current analysis of the type structure of the lazy man listening to books,now the way is mainly audio e-books,supplemented by online audio-visual.With the popularization of mobile devices and the continuous improvement of technology,Chinese people’s recognition of intellectual property rights and acceptance of technological consumer products are also increasing.It has become increasingly common for people to use their spare time to read and listen for information,leisure and relaxation,and has become a cultural practice that has led to the rapid development of other fields.This study uses the Technology Acceptance Model(TAM)as the basic theoretical model,integrates theories of rational behavior and other related doctrines,uses literature survey method,determines the factors affecting the model,tries to establish a model of the factors affecting the willingness to pay for the content of the Lazy Listening App;and designs a questionnaire for listening users The questionnaire items were designed.The formal questionnaire was prepared on the basis of the pre-survey,and the reliability and validity of the 256 valid questionnaires were analyzed to check the authenticity of the measurement items;the Pearson correlation coefficient method and Spearson correlation coefficient method were used to analyze between the influencing factors and willingness,to explore the internal influence link,to verify the hypothesis,and to certify the rationality of the model.The SWOT analysis method is applied to make a comprehensive,comprehensive and detailed study of the survey respondents,and specific management inspirations are given based on the conclusions drawn: establishing a knowledge payment regional exchange mechanism and expanding extended services,improving the quality of knowledge payment platform products,establishing an evaluation and review mechanism,creating a content pricing engine and monitoring services for knowledge payment products,strengthening the promotion of APP to achieve accurate pushing,and We meet precise demands and improve users’ perceived ease of use.This paper analyzes the factors affecting the willingness to pay through quantitative methods,and tries to make the research results scientific,starting from the variables that directly affect the continuous payment willingness of users of knowledge payment platforms(lazy listening APP): observability,price trade-offs,personal innovation and perceived ease of use The later development of the rationalization proposal to promote this lazy person to hear about the continuous improvement of the framework of A PP,thereby promoting the development of China’s sharing economy and knowledge economy.