Study On The Factors Affecting The Continued Use Of Video Sites Paid Services Based On Expectation Confirmation Model

With the continuous development of broadband network and network video technology,also with the enhancement of the copyright protection on film and television works in the market,China's online video industry ushered in a period of rapid development.Among them,the growth of the user-paid market has been extremely fast in recent years.In order to create new profit for the company,finding the suitable competitive strategy and development direction to improve the user's continuance willingness to pay,has become the focus of attention.Therefore,the purpose of this article is to explore the factors influencing user's continuance intention of paying for the online video service,which can help online video practitioners to develop better market strategy.This thesis constructed the research model based on the expectation confirmation model and perceived value theory,and developed the scale and questionnaire by drawing lessons from existing literature.Finally,365 effective questionnaires were obtained via an investigation of consumers in China,and were used to examine the validity of the model and to do the hypothesis test.The results prove that perceived risk and perceived price have negative influence on consumer satisfaction,otherwise functional value,emotional value and conditional value have positive influence on consumer satisfaction.These perceived value can also have an indirect effect on consumer's continuance intention through satisfaction.In addition,perceived price has a direct negative impact on consumer's continuance intention,however,perceived risk does not have a significant effect on it.And all dimensions of perceived benefit can have a direct positive impact on consumer's continuance intention.Among these factors,function value has the strongest influence.The consumer expectation confirmation has been proven to have negative impact on all dimensions of the perceived sacrifice,and have positive impact on all dimensions of the perceived benefit.Finally,by analyzing the research conclusions,4 targeted recommendations to the online video companies are put forward,which can help to select better business model and marketing strategy.That is,enhancing the quality of content,combine cooperating and original drama together;optimizing user experience,increasing service emotional value;reducing users perceived risk but not only the price;refining video service pricing strategy to encourage consumers to continue to pay.