影响消费者网络收费电影采用意向的因素分析

Factors Influencing the Consumers' Adoption of Charged Online Movies

为了探讨影响消费者采用网络收费电影(COM)的因素,基于计划行为理论和创新扩散理论,构建了消费者网络收费电影采用意向的结构方程模型,并设计了相应的调查问卷来获取研究数据。研究表明,消费者的态度、主观规范、感知行为控制、过去行为、计划使用、创新性等因素,对其网络收费电影的采用意向具有显著的正向影响,同时,网络电影的相对优势对消费者的采用态度具有显著的正向影响;而网络电影的复杂性对消费者的采用态度具有显著的负向影响。研究结果对网络电影供应商的营销策略制定,具有一定的参考价值。

To study the factors influencing the consumers＇ adoption of charged online movies （COM） , a structural equation model was built based on the theories of planned behavior and innovation diffusion, and a questionnaire used to obtain the observed data was devised according to the model. The results showed that the consumers＇ attitude, subjective norms, perceived behavioral control, past behavior, planned usage and innovativeness all had significantly positive effect on their adoption of COM, and meanwhile both the relative advantages and complexity of COM significantly affect the consumers＇ adoption attitude to COM. The study will help COM suppliers make marketing decision.