Research On The Willingness To Use Internet Content Payment And Influence Factors

In the wave of mobilization and informatization,mobile terminals such as smart phones and tablet computers have entered the lives of the general public,injecting new vitality into Internet life.However,the development of the Internet has also caused an explosion of information today.People face information that comes to the surface and they do not know what to choose,leading to an information vacuum.The rapid development of the times and the compactness of the living rhythm make people feel ubiquitous anxiety.They are fragmented by work and life 24 hours a day.At this point,content payment came into being.At present,the content payment market has grown rapidly and has great potential for development.However,due to multiple factors such as commercial capital,user habits,and the balance of interests in the industry chain,there is still a certain gap between the number of content paying users in China and developed countries.Therefore,it is necessary to pay for content in China.The user's willingness to use and influencing factors are studied to seek ways to increase the willingness of content paying users.Through the review of related domestic and foreign literatures and the review of related theories,it is found that there is a lack of research on the willingness of content paying users in China.This paper builds a research model based on satisfaction satisfaction theory,technology acceptance model,plan use theory,and continuous use theory.Through empirical research and analysis,it has obtained valuable conclusions on the content payment field,such as the user's personal behavior attitude and social subjectiveness.The stronger the premise of normative and perceptual behavior control,the stronger the perceived ease of use and perceived usefulness of paid content;and when users use paid content,the stronger the perceived ease of use of content and the perception of content The usefulness will be stronger;when the user uses paid content,the stronger the perceived ease of use of the content,the higher the degree of expectation of recognition of the paid content;and the user's perception of the content when using the paid content.The stronger the sex,the higher the level of expectation of the paid content is.This article also put forward reasonable suggestions on the content payment industry based on the research: the content platform should strengthen the friendly interface of the platform interface and function,and set a certain review mechanism for the content;the content platform should set certain trial links for the content.A primary means of attracting users,thereby prompting users to translate behavioral intentions into real actions.