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

The rise of digital technology has led to the gradual expansion of the traditional paper-based media environment into the digital online media environment,and the change in the media communication landscape has led to a change in the public’s reading habits.With technological innovation,the digital industry,represented by digital media,has developed into an important platform for leading cultural communication,and digital reading products have become an important vehicle for promoting further integration of reading media and enhancing the effectiveness of reading communication.It is foreseeable that the development trend of digital reading paid products in the future.Secondly,as an important group in the scale of digital reading users,college students influence the benign development of the digital reading industry,it is therefore necessary to study the factors influencing the willingness of students to pay for digital reading.This article explores the important factors influencing college students’ willingness to pay for digital reading,based on perceived value theory and synthesizing the results of rooting theory coding,mainly divided the perceived value into practical value,emotional value,economic value and convenience value,and used this as the independent variable,their willingness to pay as the dependent variable,and personal perception of payment as the moderating variable to construct the research model of this paper.This article adopts a hybrid research method that combines qualitative and quantitative research,and obtains the results after analyzing the data: college students showed a significant positive influence on their willingness to pay for digital reading in terms of education and monthly living expenses;Students’ perceptions of practical value,emotional value,economic value and convenience value have a positive impact on their willingness to pay;Personal perceptions of payment play a moderating role in the relationship between practical value and economic value on students’ willingness to pay for digital reading.The higher the personal perception of paying,the greater the influence of the practical value of digital reading products on their willingness to pay,and the lower the influence of the economic value of digital reading products on their willingness to pay.Ultimately,this paper proposes that the digital reading industry should strengthen the intensity of publication review and improve the advantages of product content;improve the digital publishing process to enhance the advantages of product value;improve the concept of personal payment and cultivate the habit of paying users,in order to enhance college students’ willingness to pay for digital reading,promote the benign development of the digital reading industry,and further enhance its cultural dissemination power.