A Study On The Influencing Factors Of Willingness To Pay For Digital Reading Among College Students

In the context of the big data era,the ways and means of acquiring knowledge are undergoing tremendous changes.The development of mobile internet technology has greatly promoted people’s information acquisition efficiency.With the promotion of "National Reading",digital reading has increasingly become a new way of national reading,subtly changing people’s reading methods and habits.Digital reading has become an important way to help college students quickly acquire knowledge,improve their cultural accomplishment,and enrich their spiritual life.Based on grounded theory and customer value theory,this research selects college students who have high acceptance and usage of digital reading as the survey objects,and uses a combination of qualitative and quantitative research methods to study the willingness to pay for digital reading of college students.In order to discover the specific influencing factors that affect college students’ willingness to pay for digital reading,put forward countermeasures and suggestions that can promote the sustainable development of digital reading platforms.First of all,the research summarizes the development status and development trend of digital reading and its payment behavior at home and abroad,and summarizes the current mainstream mode of digital reading payment;Secondly,through interviews related to digital reading willingness to pay for digital reading users in local areas,applying grounded theory to carry out qualitative research,mining the influencing factors of college students’ willingness to pay for digital reading from the three dimensions of user,platform,and society,and constructing a model of influencing factors of college students’ willingness to pay for digital reading.Expanding the research sample,carry out a questionnaire survey and empirical research on college students who from different cities,and use the structural equation model to analyze the model of the influencing factors of college students’ digital reading willingness to pay.Finally,based on the above research results,this research proposes for digital reading platforms,including: understanding users’ reading needs,providing high-quality products and services;Pay attention to the platform reputation effect and strengthen the platform publicity;Focus on digital reading innovation and improve user reading experience;Protect the rights and interests of platform members and explore multiple preferential models;Pay attention to the awareness of copyright protection and promote the healthy development of the industry.This study aims to help the healthy development of China’s digital reading industry through the above research conclusions and countermeasures.