The Study Of Influential Mechanism Of The Paying Behavior Intention Of Internet Online Video Websites Users Based On The Theory Of Planned Behavior

It is more and more obvious that the influence of Internet on our daily life has become in the era of rapid development of information technology,also the intention of people using the Internet to facilitate daily life will more and more strong.As we all know that the quantity of people who using mobile service are on the rice in the 4g network environment.The online video sites have been widely accepted by people in recent years and become one of the important projects of live entertainment because they can provide users with audio-visual enjoyment.However,under the cost pressure of the royalty fees and most video website launched charging model.Therefore,this paper intends to explore the influence mechanism of Internet online video sites users' intention of paying has urgent significance,and help users understand their experience and help the video websites to obtain stable source of revenue.According to previous research on the theory of planned behavior,we know that user behavior intention was influenced by behavior attitude,subjective norm and perceived behavior control.This research attempts to explore the factors(such as user attitude,perceived behavior control,website video attribute,website user attribute,perceived mass communication,perceived method of payment)affecting online video sites users' paying intention and their interaction through the improvement plan act theory.This study adopted the experimental methods that questionnaire combined with the data analysis.The experiment results show as follow:1.From the perspective of website video attributes,the user will have a positive attitude to pay for video sites if the perceived video content matches the demand of user or the higher the perceived heat will be on video.2.From the perspective of websites user attributes,the user will have a positive attitude to pay for video sites if the greater the perceived user activity will be or the lower the perceived price will be.3.The user will have a positive attitude to pay for video sites if the greater the strength of perceived mass communication.4.The perceived behavior control of paying behavior of users will be stronger if the pattern of perceived payment be more widely to use.5.The positive attitude of users to pay for video sites will promote the users' intention to pay.6.The stronger the perceived of behavior control will be,the easier the paying behavior intention will be promoted.