Research On The Influence Of Online Cultural Products On Consumption Willingness

With the continuous expansion of the scale of Internet users and the continuous optimization of the network environment,the consumption of network cultural products has gradually risen in the social economy,stimulating and promoting the supply of network cultural products,consistent with the traditional cultural industry,the network cultural industry is still the industry type of "content is king",and valuable products are scarce resources.Therefore,it has been a research hotspot to explore the influence factors of online cultural consumers on product value decision-making intentionBased on the theory of consumer perception and the theory of life style,on the basis of a large number of reading and combing the relevant literature,combined with the current situation and existing problems of online cultural product consumption,this study studies the influence mechanism of online cultural product perception on consumer willingness,constructs the pending test model of online cultural product consumption intention,and discusses the product perception quality and perception service The impact of perceived cost,perceived risk,perceived value and lifestyle on consumer willingness Taking online game products as an example,further empirical research and statistical analysis are carried out.This study obtains sample data through questionnaire survey and tests the research hypotheses one by one with the help of SPSSThe results show that online game product perception has a significant impact on consumer willingness.Product perceived profit has a positive impact on the willingness to consume online game products,and the effect of perceived game quality in perceived profit is the most significant,followed by game perceived service;perceived profit loss has a negative impact on the willingness to consume online game products,and the effect of perceived risk in perceived profit loss is the most significant,followed by perceived cost.The utility importance of game perception quality is in the order of skill items>Art Style>game score>social interaction>game narrative>game difficulty.The utility importance of game perception service is in the order of reliability>responsiveness>empathy.The utility importance of game perception risk is in the order of function risk>time risk>time risk>safety risk.Online game product perception influences consumption intention through perceived value,that is,perceived value plays an intermediary role between online game product perception and consumption intention For consumers with different lifestyles,the perceived value of online game products has different effects on their willingness to consume.Lifestyles regulate the relationship between perceived value and willingness to consumeTherefore,in the future,the game industry needs to improve the quality of game products based on customer demand,implement the business model of "basic free,value-added charging",pay attention to network security and prevent network risks,and increase the effective supply of online game products in five aspects:the combination of game product design and education functions.