A Study On The Influence Of Purchase Intention Of Physical Audio And Video Products In The Digital Era

With the rapid development and popularity of science and technology today,the physical audio and video industry suffers significantly from digitalization.Under this digital era,it has fundamentally changed the consuming habits of consumers,so the industry faces many problems such as piracy,infringement and illegal network downloading,as the cost of piracy is becoming lower and easier,the sales prospect of the physical audio and video products is not optimistic.However,this paper argues that although the traditional audio and video industry appears to be a sunset industry,it will not disappear or die.In today's environment of free resources which have been increasingly restricted,many consumers are still with strong willingness to buy the physical audio and video products out of positive emotion towards the work and for better audio-visual enjoyment,and this kind of consumers and potential consumers should be taken seriously.So,this paper stands on the perspective of consumers,on the one hand is the “paid”behavior advocated by national policies and industries,the other is “free”resources accustomed by most consumers,the conflict caused by these two totally different consuming concept accidentally works as an opportunity to think about this topic and carries out an empirical study on the factors related to consumers' purchase intention of physical audio and video products,and the study of its influencing factors are of great significance to the development of the whole audiovisual industry,the formulation of national policies in the aspect of copyright protection,and exploitation of the consumer market.Today's study on the physical audio and video products mainly aims at the criticism of piracy and legislative protection of the copyrighted work,the analysis of consumers' purchase intention of physical audio and video products under digital age is rarely mentioned,the studies from the perspective of the consumer are very few.This paper has a certain degree of innovation in regards of research perspective,is more realisticand of referential significance.With the comprehensive consideration of today's market situation and consumers' actual purchase of audio and video products,along with the opinion of the industry,this paper combines the use of theory of planned behavior,Triandis Interpersonal Behavior and Deterrence Theory to study the internal mechanism and inter relationship between physical audio-visual products and consumer purchase intention.Based on the endowment characteristics of consumers,this paper,from consumers' perception of content quality of audio and video products,consumers' perception of subjective norms,consumers' consuming habit,consumers' perception of deterrence effect of law,consumers' attitude of audio and video products and consumers' purchase cost,these 6 independent variables to explore the determinants influencing consumers' purchase intention.After the relating analysis,the research model,dimensions of each variable along with the hypothesis has been put forward,afterwards,this paper attempts to draw on the mature scale and combines the actual situation to design the questionnaire.In order to verify model hypothesis,the paper collects and summarizes the data of the questionnaire,we used SPSS 22.0 and AMOS24.0 to conduct the corresponding descriptive analysis,reliability and validity analysis,correlation analysis and regression analysis to verify the regulated role,and constructed structural equation to fit the model and verify the mediating role through AMOS24.0.The results shows that consumers' perception of content quality of audio and video products,consumers' perception of subjective norms,consumers' consuming habit each plays a positive role on consumer purchase intention,but the degree is different;consumers' attitude towards physical audio-visual products has played a part of the mediating role,meanwhile,consumer purchasing cost has played a role of reverse regulation.But the influence of mediating variable and regulated variable doesn't work between the consumers' perception of deterrence effect of lawand consumers' purchase intention.Finally,the results of the data analysis are discussed in order to promote consumers' purchase intention,and consructive suggestions have been offered with the study of domestic and foreign related industries and our country's actual situation of audio and video market.Besides,this paper analyzed its limitations and deficiencies and pointed out the future research prospects of our country's audio and video market.