An Empirical Study On The Influential Factors For Acceptance Of Network Video Payment

With the development of the mobile internet,online video service has became the most popular service in China.It is generally considered that online video is becoming a new trend in the world.Video sites have been developing in China for many years,which has changed the way of people relax.However,the video website in the development process has been facing some problems for many years.For example,copyright issues,high cost problem,and weak profitability problem.Therefore,the video sites was founded for many years,many of them have not been profitable.In this case,Pay video as an effective means of profit is adopted by various video sites.In China,the first to provide video payment service website is LETV.Subsequently,Iqiyi and Youku also began to offer paid video service.Now,China’s paid video subscribers gained significant growth.According to the survey,by December 2015 China’s paid video subscribers reached 22 million.Users have begun to gradually accept paid video services.Therefore,the study of the impact of user adoption of paid video services for the development of video sites is of great significance.Before to the study,we first chose 20 Internet video subscribers to conduct in-depth user interviews,a lot of valuable information is found in the user’s in-depth interviews.Then the information obtained from the user interviews with the theoretical model of consumer behavior,and then proposed the research model.In this paper,questionnaires were distributed on the Internet,and a total of 497 valid questionnaires were received.By analyzing the data of the questionnaire,the research hypothesis is verified,and then the conclusion is drawn.