Research On Influencing Factors Of Repeat Purchase Intention Of Video Website Member Users

As the product of Internet economy era,video website has ushered in rapid development relying on the innovation of broadband network and communication technology and the promotion of residents’ video payment consciousness.In less than20 years,the profit model of domestic video websites has changed from advertising revenue to membership payment revenue,and the market size of membership payment is close to exponential growth.At the same time,the video website is faced with the decline in the growth of the number of members,low retention rate of member users,member income can not support the profit and other problems.How to improve the repeated purchase intention of member users to improve the retention rate of members,so as to achieve steady profit growth of video websites has become the focus of enterprise concern.This paper takes customer perception and satisfaction as the entry point,and uses expectation confirmation theory and structural equation model to explore the factors influencing the video website members’ repeated purchase intention.First of all,combined with the active market situation of video website members and the status quo of users’ purchasing behavior,this paper analyzes and summarizes the possible factors that affect members’ repeated purchasing intention,and draws up the basic hypothesis and theoretical model based on expectation confirmation theory and perceived value theory.Secondly,sample data were obtained through questionnaire survey.Then,SPSS software was used to conduct descriptive statistics and reliability and validity analysis on the sample data,and AMOS software was used to conduct fitting degree test and hypothesis test on the structure model of video website members’ repeated purchase intention.The empirical results show that all the hypotheses are confirmed.Firstly,the perceived usefulness and perceived entertainment of video website members have a significant positive impact on the intention to repeat purchase,while the perceived risk has a negative impact on the intention to repeat purchase.Subjective norms,transfer cost and copyright awareness have a significant positive impact on the intention to repeat purchase.Secondly,from the perspective of video website members,this study innovates the content of related research on video website and extends the theoretical model of expectation confirmation.Finally,based on the empirical test results,this paper puts forward four suggestions to enhance the repeated purchase intention of video website members: continuously promote the output of high-quality content;Optimize member user experience to meet member expectations;Improve the cost performance of members and reduce the perceived risks of members;Strengthen the publicity of member services.