基于Logit模型的视频流媒体用户付费意愿及其影响因素研究--以爱奇艺为例  

Research on Video Streaming Users’Willingness to Pay and Their Influencing Factors Based on Logit Model:Take iQiyi as an Example

作　　者：曾逸婷 梁榆烽 王月萍 ZENG Yiting;LIANGA Yufeng;WANG Yueping(School of Management,Guangdong Ocean University,Zhanjiang 524088,Guangdong,China;School of Law and Political,Guangdong Ocean University,Zhanjiang 524088,Guangdong,China)

机构地区：[1]广东海洋大学管理学院,广东湛江524088 [2]广东海洋大学法政学院,广东湛江524088

出　　处：《科技和产业》2024年第6期105-110,共6页Science Technology and Industry

摘　　要：爱奇艺作为国内头部视频流媒体之一,面临用户付费意愿薄弱的困境。基于整合型技术接受模型(UTAUT)和感知价值理论(CPV)的相关变量提出假设,构建研究模型。通过Logit模型展开实证研究,结果显示感知有用性、感知成本、社会影响、个人付费意识对爱奇艺用户的付费意愿有显著影响。对此,提出深耕优质内容IP、丰富价格体系、打造口碑营销、聚焦年轻人的情绪价值四点建议,为爱奇艺探索新的战略提供有针对性的对策建议。China prominent video streaming media player,iQiyi is confronted with the challenge of low consumer willingness to pay.According to the unified theory of acceptance and use of technology(UTAUT)model and the relevant variables of the customer perceived value(CPV)theory,hypotheses was formulated and a research model was constructed.An empirical research was carried out through the Logit model.The results show that perceived usefulness,perceived cost,social influence,and individual paying consciousness all have significant effects on the willingness to pay of iQiyi users.Therefore,the following recommendations are proposed,which are delving into High-quality content intellectual property(IP),enriching the pricing system,creating word-of-mouth marketing,and focusing on the emotional value of youth.Targeted suggestions are put forward for iQiyi to explore new strategies.

关 键 词：流媒体 付费意愿 LOGIT模型 UTAUT模型 CPV理论 

分 类 号：F49[经济管理—产业经济]