| The vigorous development of Internet technology and the popularity of mobile communication terminal provide technical support for people’s pursuit of a higher level of spiritual and cultural life.Traditional media channels can no longer meet people’s needs.The emergence of network platforms has greatly promoted the rise of various video websites and provided users with a variety of choices.In order to change the user growth from the incremental era to the inventory era,the platform needs to pay more attention to high-quality users and tap their value to the platform.The paid member model also emerges.With the gradual development and improvement of the membership system of each major video platform,it has formed a unique operation mode.With the continuous change of operators,member users also pay more attention to the sense of experience and interaction,which also affects users’ information query,information sharing,information consumption and other behaviors.But there is also the problem that the explosive growth of short video users brings pressure to the development of long video.In this context,the management of user information behavior is both an opportunity and a challenge.As the witnesses of 2G,3G,4G and 5G era and the native generation of mobile Internet,college students are not only an important part of the user group,but also have a higher acceptance of content payment.In this paper,college student members of video websites are taken as the research object,and through literature research,The questionnaire survey method is used to study the factors influencing the information behavior of the members of the network video platform under the payment mode.The research process is based on the technology acceptance model,combined with the theory of planned behavior,integrated the previous researches on the factors affecting user information behavior,and added the variables of perceived cost,perceived risk and resources and environment to construct the model and put forward the hypothesis.Based on this,quantitative research is adopted,and the latest research results are referred to.A questionnaire on factors affecting information behavior of college student members on the video platform is designed from four aspects,namely,user screening,user basic information,user usage,and user behavior scale,and sample data is collected by using the questionnaire star.After excluding non-members and invalid answers,a total of 526 valid questionnaires are collected.The data analysis tool SPSS was used for descriptive statistical analysis and reliability and validity analysis,and then AMOS was used to construct structural equation model to analyze the analysis results and test the relationship between hypotheses to verify whether the hypotheses were valid.The research results indicate that subjective norms,perceived ease of use,perceived usefulness,perceived risks,environmental resources,and perceived costs all have a direct impact on the information behavior of university student members,while individual behavioral attitudes and trust have an indirect impact on information behavior.Based on the results of empirical analysis,the author provides reasonable information service strategies for operators from seven aspects,in order to have positive significance for the content and service direction of video platforms and their future development. |
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