电影付费点播中的消费行为影响因素实证研究
我们的生活得方方面面都因互联网的产生而发生着变化,互联网逐渐改变着消费者的观影模式,2011年出现了视频网站付费点播服务,消费者在家就可以享受到最新影片以及国内外经典大片。从这种模式的出现到现在已经5年的时间,虽然有了一定程度的发展,但还处于成长期,而国内对于这种模式的研究也几乎是空白的,但是针对于电影付费点播的消费行为及影响因素的研究对于此模式的完善与发展是至关重要的。本文通过阅读有关消费者行为的理论、消费者行为影响因素的理论、互联网模式下的消费行为相关研究以及视频网站上的电影付费点播服务的特点构建了电影付费点播中的消费行为影响因素模型,并针对此模型提出了9个假设,利用调查问卷这种方式获取数据,分析所获得的数据,对此模型进行验证。最后得出影响电影付费点播的消费行为的因素有6个,分别是感知好用性、感知有益性、感知风险、感知成本、社会规范、个人创新性。
关键词:电影﹑付费点播﹑消费者行为﹑影响因素
Abstract
During the Internet year, our life style is changing in everyday. Because of internet, the way of watching movies also is changing. In 2011, many video website provided the service of video on demand by spend some money. So costumer could watch movies in their home or anywhere else. This way of watching movies has appeared about 5 years. And to some extent, this service has been developing in some ways. But it's development was slowly, and in our country, there is no scholar who study this service.I develop the model of customer' behavior in video on demand, which is based on customer behavior, the Chartism of customer behavior in video website and the charter's of the video on demand. And in this model, I think there are 9 factors have effect to customer behavior. And they are the innovative, subject normal, the perceived easy use, the perceived useful, the perceived cost, and the perceived risk .
Key words:movies video on demand customer behavior affect factors