PDF(1231 KB)
The Impact of Mobile Reading User's Perceived Value on Willingness to Pay
Li Tingting, He Jianjia
Knowledge Management Forum ›› 2020, Vol. 5 ›› Issue (6) : 363-372.
PDF(1231 KB)
PDF(1231 KB)
The Impact of Mobile Reading User's Perceived Value on Willingness to Pay
[Purpose/significance] Mobile reading has become a new trend of national reading, while the willingness of users to pay for reading is generally not high. In order to promote the long-term healthy development of the mobile reading industry and improve users' willingness to pay, it is necessary to study the factors that affect users' willingness to pay. [Method/process] Based on the theory of VAM, this paper drew lessons from flow theory, perceived trust theory and perceived risk theory, combined with the characteristics of mobile reading, added social impact variables and user copyright awareness variables, then this paper used questionnaire survey to understand users' willingness to pay for mobile reading, and the collected data were analyzed to find out the main factors that influence the mobile reading users' payment.[Result/conclusion] The research conclusions of this paper are as follows: perceived interest and perceived usefulness have a positive impact on perceived value, while perceived cost has a negative impact on perceived value, thus influencing users' willingness to pay. Perceived value is the main factor influencing users' willingness to pay, and perceived usefulness, perceived risk, social influence and copyright awareness all have a direct impact on users' willingness to pay for mobile reading.
mobilereading / willingness topay / perceivedvalue / copyright awareness
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李婷婷：负责问卷设计及发放问卷、分析数据及撰写论文初稿；
何建佳：负责提供选题思路、检查论文逻辑结构及修改论文细节。
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