| With the improvement of mobile Internet and terminal equipment,the rapid development of network broadcasting and the numerous platforms have become the indispensable information communication methods and gradually developed various forms.But currently live streaming platform facing the cost and the content of uncontrolled,payment will is not strong,severely restricts the healthy development of the live webcast,flat commercial development direction for the future of products is also not clear.Mobile Internet broadcast because is a new products,the related research is less,the will of predecessors to pay also focuses on online shopping behavior,users to pay for mobile Internet live scene will influence factors is not clear.Live according to the domestic mobile Internet platform and user characteristics,combining the theory of SOR,technology acceptance model and information system success model,flow as the core,adopts the method of empirical research,the key consideration of consumer psychological perception,explores the factors affecting consumers'willingness to pay in the mobile Internet broadcast.The results show that information quality,system quality and service quality can directly affect the flow experience of online live audience,and influence the pay intention.Network externalities in which do not have regulation,but quality and service quality with system common indirect influence on paying willingness,the main reason is that the mobile Internet broadcast platform information quality is the key to the users to pay.At last,we will discuss the conclusion and provide some Suggestions for the development of mobile Internet live platform in China. |
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