基于DTPB理论的视频网站用户购买会员意愿研究

发布时间：2018-02-26 20:00

本文关键词： DTPB理论视频网站盈利模式会员付费购买意愿　出处：《湖北省社会科学院》2017年硕士论文　论文类型：学位论文

【摘要】：科学技术的发展带动了视频网络技术的发展,越来越多的人可以通过网络在线观看清晰而流畅的视频。互联网的技术水平、网络环境、社会发展都展现了当前的网络视频发展有良好的态势。国外视频网站的影响和传播,也带动了国内视频网站创建与发展。经过近几年飞速发展,我国视频网站产业已初显良好态势,国内的主流媒体、门户网站纷纷抢占网络视频市场。网络视频作为一片新兴的未完全开发的蓝海,显现出巨大的潜力和活力。经历初创萌芽、迅速发展、调整几个时期后,中国视频网站的发展逐渐进入平稳期。现阶段,视频网站的盈利模式存在不足,广告、版权分销、与电商网站合作、销售硬件终端这些方面的收入无法支撑运营开支。我国视频行业广告一直是主要收入,尽管用户付费业务早就开始实施,却在近几年才步入到付费会员急速增长的阶段。付费会员迅猛增加的主要得益于版权环境改善、用户的正版意识逐渐增强、技术进步提供条件。上述背景下,本文以DTPB模型为理论基础,结合视频网站用户付费现状与相关理论,建立出理论模型,并根据假设设计了视频网站用户购买会员意向的调查问卷,然后分发问卷、回收问卷、数据分析处理,最后经过实证分析得出视频网站用户购买会员的回归模型。会员福利、会员权益了解度、外部影响对视频网站用户购买会员有的正面影响,而直播打折、视频内容风险对视频网站用户购买会员有负面影响。目前我国视频网站会员付费尚处于起步发展阶段,现有文献主要集中在对互联网视频发展情况或者视频网站商业模式的研究,对视频网站用户购买会员的实证研究比较匮乏。在探讨视频网站用户购买会员付费意向的影响因素时,本文参考其他互联网应用的文献,在DTPB模型基础上根据实际情况有针对性地重新进行了解构,对网络消费行为研究方面的模型进行了相关补充,采用的研究方法对于视频网站会员付费的相关研究可能具有借鉴意义。
[Abstract]:The development of science and technology has driven the development of video network technology. More and more people can watch clear and smooth video online. The social development has shown that the current network video development has the good situation. The influence and the dissemination of the foreign video website, has also promoted the domestic video website establishment and the development. After the recent years rapid development, China's video website industry has shown a good situation, domestic mainstream media, portal sites have seized the network video market. Network video as a new and incomplete development of the blue sea, The development of Chinese video websites has gradually entered a stable period. At this stage, the profit model of video websites is insufficient, advertising, copyright distribution, In cooperation with e-commerce websites, revenue from sales of hardware terminals cannot support operating expenses. Advertising in the video industry has been the main revenue in China, although the user-paid business has long been implemented. But only in recent years has it entered the stage of rapid growth of paying members. The rapid growth of paying members is mainly due to the improvement of copyright environment, the gradual enhancement of users' legal awareness, and the conditions provided by technological progress. Based on the DTPB model, this paper establishes a theoretical model by combining the current status of user payment and related theories of video website, and designs the questionnaire of the user's intention to buy members according to the hypothesis, then distributes the questionnaire and returns the questionnaire. Data analysis and processing, finally through empirical analysis to get the video site users to buy members of the regression model. Member benefits, members' rights and interests understanding, external impact on the video site users to buy some positive effects of members, and live discount, The risk of video content has a negative impact on the purchase of members of video websites. At present, the payment of members of video websites in China is still in the initial stage of development. The existing literature mainly focuses on the research on the development of Internet video or the business model of video websites. The empirical research on the users buying members of video websites is relatively scarce. When discussing the factors that affect the users' intention to pay for members, this paper refers to the literature of other Internet applications. On the basis of DTPB model, this paper reconstructs the model according to the actual situation, and supplements the model of network consumption behavior research. The research method used in this paper may be useful for the research of video site membership fees.
【学位授予单位】：湖北省社会科学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;F713.55

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