An Empirical Study On The Influential Factors On College Students' Willingness Of Paying For Digital Reading Based On Social Cognitive Theory

For a long time,the development of publishing industry pursues both cultural value and economic value.When it comes to digital reading,we should pay attention to the change of social ideological trend and cultural orientation behind the change of reading paradigm.On the other hand,it is also necessary to pay attention to the formation of business model and the sustainable development of supply and demand ecology under the new reading scenarios.The digital reading payment focused in this study is the embodiment of the latter.Up to now,the Internet dividend of the digital era has been exhausted,and the focus of digital reading enterprises has shifted from the first half of the user life cycle to the second half of the retention and payment,so this research is carried out.This research choose college students as the object.Firstly,this paper sorts out the background,progress and trend of researches on digital reading through the literature review,and it also sorts out and reviews the current status and development process of digital reading industry,and analyzes the four major payment modes.Secondly,on this basis,the research investigates college students' digital reading behavior and payment intention by questionnaire.Thirdly,based on the Social Cognitive Theory,Value Acceptance Mode,Self-efficacy Theory and Diffusion of Innovation Theory,this paper establishes a model of influencing factors of college students' willingness.This paper investigates and analyzes college students' digital reading behaviors(reading time,reading devices,reading platform,reading scene,content access method,interactive behavior)and digital reading paying intention(acceptable payment amount,content preference,form and theme preference,paying channel),and the following are conclusions: In terms of basic situation,the digital reading time concentrated at “more than 120 minutes”,which is significantly higher than the paper reading time(15 to 60 minutes).Mobile devices have replaced the computer and become the most mainstream digital reading devices for college students.Digital reading platform has a tendency of socialization,and digital reading scene shows a trend of fragmentization,and another characteristics of digital content accessing behavior is aimlessness.In terms of paying intention for digital reading,more than half of college students are willing to pay for digital reading,but the overall acceptable amount of payment is low.When talk about the form of paid content,college students prefer e-books,online courses and in-depth articles,and they prefer thesis such as literature,teaching materials and humanities.Meanwhile,college students' preference for payment method is decentralized,while their preference for payment channels is centralized.At the same time,this paper verifies the influence factor model of college students pay willingness,the conclusion shows that in digital reading scenarios,environmental factors,cognitive factors and behavioral factors have influence on each other,in which the factors that directly affect college students' paying willingness of digital reading are Imitating Others,Perceived Value,Personal Innovation Consciousness and Economic Status;Online Interaction and Reading Efficiency can indirectly positively affect college students' willingness to pay by influencing perceived value.In addition,the herd effect also positively affects college students' reading anxiety,but the effect of reading anxiety on college students' willingness to pay is not significant.Based on data and analysis,this paper provides targeted suggestions and opinions for digital reading enterprises,including: users will eventually return to rationality,and perceived value is the core;Promote online interaction and enhance the sense of community;Achieve word-of-mouth communication with the help of social opinion leaders;Improve the reading experience,and reduce the difficulty of using the function;Set flexible prices and explore multiple payment models;Improve the copyright protection mechanism and raise the awareness of payment.This paper aims to promote the health and sustainable development of digital publishing industry through the above suggestions.