网络文化产品消费意愿的影响因素研究

发布时间：2018-03-16 13:19

  本文选题：网络文化产品　切入点：消费意愿　出处：《西安交通大学学报(社会科学版)》2017年05期 　论文类型：期刊论文

【摘要】：基于消费者的感知价值,构建了网络文化产品消费意愿影响因素模型,并采用调查数据对各变量的影响路径进行了结构方程的实证检验。研究结果表明,感知利得正向影响网络文化产品的消费意愿,且感知利得各因素中感知娱乐性的影响效果最为显著,其次为感知有用性、感知易用性;感知利失负向影响网络文化产品的消费意愿,且感知成本的影响效果要强于感知风险。因此,未来网络文化产品企业应从提供良好的用户体验、实行"基础免费,增值收费"的商业模式、提升网络文化产品品质、注重防范网络风险和针对年轻用户群体推广五个方面增加有效供给。
[Abstract]:The customer perceived value based on the construction of a model of factors affecting consumer willingness to network of cultural products, and the path survey data influence on the variables of the empirical structural equation. The results showed that perceived positive effect on network cultural products consumption intention, and perceived effect influence factors of perceived entertainment the most significant, followed by perceived usefulness, perceived ease of use; perceived loss of negative effects of network culture product consumption intention, and the influence of perceived cost effect is stronger than the perceived risk. Therefore, the future network of cultural products enterprises should provide a good user experience, the implementation of "basic free, value-added business fees" mode, improve the network culture quality, paying attention to the prevention of network risk and for young user groups to promote the five aspects to increase the effective supply.

【作者单位】： 西安交通大学经济与金融学院;
【基金】：国家自然科学基金项目(71673215)
【分类号】：G124
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本文编号：1620088