在线服务平台用户付费意愿行为及影响因素研究

Research on the willingness behavior of online service platform users to pay and its influencing factors

为了充分了解在线服务平台用户付费意愿产生过程,以及不同影响因素之间的联系,吸引更多的用户付费使用在线服务平台,本文基于信号理论、理性选择理论和现状偏差理论,引入个人免费观念、有用性、声誉及行为信息等新的变量,构建在线服务平台用户付费意愿行为影响因素模型.采用问卷调查方法收集数据并统计分析,建立在线服务平台用户付费意愿影响因素结构方程模型,进行了实证验证.结果表明:价值增值、广告宣传等对用户付费意愿有显著正向影响;个人免费观念和转换成本对用户付费意愿有显著负向影响.

In order to fully understand the process of online service platform users willingness to pay and influencing factors.Based on signal theory,rational choice theory and status quo bias theory,new variables such as personal free concept,usefulness,reputation and behavior information were introduced.In addition,the questionnaire survey was used to collect data and make statistical analysis,and the structural equation model of influencing factors of online service platform users willingness to pay was established for empirical verification.The results showed that value-added and advertising had significant positive effects on users willingness to pay.However,the personal free concept and switching cost had a significant negative impact on users willingness to pay.