目录
摘要Ⅳ
关键词Ⅳ
AbstractⅤ
引言
一、绪论1
（一）研究背景1
（二）研究目的与意义1
1．研究目的 1
2．研究意义 2
（一）研究方法2
1．文献研究法 2
2．问卷研究法 2
3．统计分析法 2
二、文献综述2
（一）理论的发展2
1．期望确认理论 2
2．技术接受模型 2
（二）理论应用研究3
1.质性研究3
2.实证分析3
三、模型假设与问卷设计5
（一）模型的构建与假设5
1．模型构建 5
2．研究变量及假设 5
（二）问卷设计与收集5
四、实证结果与分析6
（一）描述性统计分析6
1．样本人口统计性描述 6
2．用户使用习惯统计性描述 7
（二）信度分析10
（三）效度分析10
1．探索性因子分析10
2．验证性因子分析11
（四）结构方程模型分析12
1．模型拟合度检验12
2．路径显著性检验12
五、研究结论与建议13
六、结语13
参考文献14
附录16
致谢17
大学生对视频APP持续付费意愿的影响因素研究
摘 要
随着网络和移动设备的发展与普及，越来越多的人选择使用移动客户端观看视频。然而我国视频APP平台仍处于每年亏损的状态。如何增加用户的付费意愿是亟待研究的问题之一。本研究针对大学生群体，研究其对视频APP持续付费使用意愿的影响因素。此次研究对大学生用户特征、 *51今日免费论文网|www.51jrft.com +Q: ^351916072^ 
行为习惯及感受进行了资料收集，并通过描述性统计分析与构建结构方程模型来进行实证研究。研究发现大学生用户认为其付费的会员服务越有用，满意度就会越高，从而正向影响持续付费意愿；用户感知成本越高，就会越不愿意持续购买会员服务。最后，作者从平台角度提出了相关建议。
RESEARCH ON THE INFLUENCING FACTORS OF COLLEGE STUDENT’S WILLINGNESS TO CONTINUE TO PAY FOR VIDEO APP
ABSTRACT
With the development and popularization of network and mobile devices, more and more people choose to use mobile clients to watch video. However, Chinas video app platform is still in the state of annual loss. How to increase the willingness of users to pay is one of the problems to be studied. This study aims at the college students user groups to study the influencing factors of their willingness to pay for the use of video app continuously. This study collects data on the characteristics, behavior habits and feelings of college students, and conducts empirical research through descriptive statistical analysis and construction of structural equation model. It is found that the more useful the paid member services are, the higher the satisfaction will be, which will have a positive impact on the willingness to continue to pay; the higher the perceived cost is, the less willing the college students are to continue to buy member services. Finally, the author puts forward some suggestions from the perspective of platform.
KEY WORDS: Willingness to pay continuously; perceived usefulness; satisfaction; video app member一、 绪论

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