earticle

영어

Fueled by the development of Internet information technology, the application of online videos keeps on the rise. Especially after the outbreak of COVID-19 and the arrival of the Chinese New Year, people's attention tends to be shifted from offline to online, and online videos are extensively used in a rapid manner. As a result, the competition in different aspects is becoming increasingly fierce. However, owing to the high cost of copyright and broadband, the profit of online video platforms is not pretty good. One of the significant forms of profit ways of online video platforms is paid video, which is naturally attached by online video. However, promotions of paid video services does not go smoothly. Meanwhile, thanks to the development of Internet information and communication technology, people increasingly spread information through the Internet due to its characteristics of a wide dissemination range, fast uploading speed, etc., and take the information in the network form as a significant reference for purchasing decisions. Thus, from the perspective of perceived value, this thesis studies the influence of the perceived value of paid video users on purchase intention from four aspects: function, economy, emotion, and society, with internet word-of-mouth as the regulating variable. In this thesis, college students in Hebei Province and members of selected video websites are regarded as the research objects. 500 questionnaires were distributed through wjx.cn, with 449 valid questionnaires recovered, and SPSS23.0 and AMOS23.0 were used to analyze the data. This study draws the following conclusions. Firstly, the perceived value of economic, emotional, and social dimensions exerts a significant positive impact on purchase intention. Besides, there exists a significant moderating effect between the perceived value of internet word-of-mouth and the purchase intention in economic, emotional, and social aspects. Moreover, functional value does not significantly affect purchase intention. Finally, internet word-of-mouth has no moderating effect between functional value and purchase intention. This thesis studies the influencing factors of consumers' purchase intention and learns about the psychological activities of consumers in their purchase behaviors, which is beneficial for enterprises to make relatively accurate predictions of consumers' purchase decisions. From the perspective of video website operators, this thesis comes up with some targeted marketing suggestions on enhancing service quality, lowering operating costs, expanding user scale, and upgrading competitiveness, which is of certain significance to the development of video network platforms and the resumption of China's economic vitality after the epidemic.