Research On The Influence Of Personality Traits On The Willingness To Pay For Mobile Audio

With the advancement of Internet technology,the rapid development of the content industry,the rapid pace of life and work speeds up the fragmentation of time.In the era of cognitive surplus,faced with a huge amount of information,people have an information anxiety while making difficult choices.In 2016,it was called the first year of Internet content payment.From video payment to audio payment,diversified content products brought people a high-quality content experience,and information anxiety was alleviated.In content-paid products,mobile audio were favored.The mobile audio content has the characteristics of concomitantness,less restrictions on listening scenes,and rich details of information.Compared with graphic and video products,it has obvious advantages,and thus has become more and more popular content payment products.However,the types of users vary widely,the requirements are both individual and diverse,the motives for payment are not the same,and which users are more inclined to pay for mobile audio,which is a question worth exploring.Based on the user's point of view,this study introduces the perceptual value theory to construct a research model based on Five-Factor Model,and explores the relationship between personality traits and the willingness to pay for mobile audio.Finally,the following conclusions are drawn:(1)Five-Factor Model has a significant influence on the willingness to pay for mobile audio.Among them,neuroticism and conscientiousness significantly affect the willingness to pay for mobile audio.Openness,agreeableness and extraversion have no significant correlation with the willingness to pay.(2)Perceived value has a mediating effect on the Big Five personality and the willingness to pay for mobile audio.Neuroticism affects the willingness to pay by affecting social value,and cost value;due diligence affects the willingness to pay by affecting the quality value;...