有声阅读平台用户内容付费意愿影响因素研究

A Research on the Influence Factors of the Users' Intention to Pay for Content on Audio Reading Platform

内容付费逐渐成为有声阅读平台主要的盈利方式,现阶段探究平台用户付费意愿影响因素有着重要的现实意义。在顾客感知价值理论视角下,尝试引入在线口碑、人际影响、个人付费意识3个影响因素,构建有声阅读平台用户付费意愿理论模型,并通过问卷法收集相关数据,对该模型进行实证检验。模型中感知价值、感知价格和个人付费意识因素对用户内容付费意愿有直接正向影响;而感知质量、在线口碑间接正向影响用户内容付费意愿。最后根据研究结果,提出抓住用户需求痛点、合理定价、注重用户体验、优化评价机制等策略。

Payment for content gradually becomes the main profit mode of audio reading platform. At present, it is of great practical significance to explore the influencing factors of payment intention of platform users. In the perspective of customer perceived value theory,the paper tries to add online word-of-mouth,Interpersonal influence,individual payment consciousness to construct theoretical model for the paid willingness of the audio reading platform. Then the questionnaire method is used to collect data for examining model. Perceived value,perceived price and individual payment consciousness in model have direct positive effect on the willingness of users to payment for content, while perceived quality and online word-of-mouth indirectly affect the willingness of users to payment for content. Finally,according to the research results,it also puts forward some strategies such as grasping the user demand pain point,reasonable pricing,paying attention to user experience and optimizing evaluation mechanism.