论文总字数：32564字

摘 要

由于目前国内网民人数迅速增长，视频网站的用户数量也水涨船高，中国视频行业的收入规模也在逐年上升，然而由腾讯视频、爱奇艺、优酷视频等头部网站为代表的国内在线视频网站仍然面临盈利困难，高负债的问题。针对视频网站盈利困难的问题，本文着重研究视频网站的用户付费意愿模型，分析用户付费意愿与哪些因素有关，从而更好地指导视频网站进行改善和发展。

本文针对视频网站的用户付费意愿模型，主要采取了文献分析法、问卷调查法、统计分析等方法。通过文献分析研究以往学者对于用户付费模型提出的行为模型，并在此基础上结合之前学者提出的多个模型，搭构了针对视频网站的用户付费意愿模型。之后根据模型，设计了问卷量表并在网上分发，利用SPSS和AMOS软件对回收后的问卷进行数据处理和分析，对之前提出的视频网站付费影响因素进行了假设检验并得出了关于视频网站发展过程中的三点建议，即降低会员使用难度、建立负面反馈响应机制、保持原有付费会员规模。本研究的创新点主要集中在：1）建立了新的用户行为模型；2）在保证覆盖范围尽量大的情况下对于调查对象的选取要求更加科学。

关键词：付费意愿，行为模型，路径分析，视频网站，AMOS

Abstract

Due to the rapid growth of the number of domestic mutual internet users, the number of users of video websites has also risen. Revenue in China's video industry is also increasing year by year. However, the domestic online video websites represented by the head websites such as Tencent Video, Iqiyi and Youku Video are still Faced with difficulties in profitability and high debt. In view of the difficulty in profitability of video websites, this thesis focuses on the user's willingness model of video websites, and analyzes the factors related to the user's willingness to pay, so as to better guide the video website for improvement and development.

In this thesis, the user's willingness model for video websites mainly adopts methods such as literature analysis, questionnaire survey, and statistical analysis. Through the literature analysis, the behavioral model proposed by the scholars for the user payment model is studied. Based on this, combined with the multiple models proposed by the previous scholars, the user's willingness model for video websites is constructed. Then according to the model, the scale of questionnaire was created and distributed online. The collected questionnaires were processed and analyzed using SPSS and AMOS software. The hypothesis test of the previously proposed video website payment factors was made and the video website was obtained. Three suggestions in the development process are to reduce the difficulty of membership use, establish a negative feedback response mechanism, and maintain the size of the original paid membership. The innovations of this research are mainly focused on: 1) establishing a new user behavior model; 2) making the selection of the survey object more scientific while ensuring that the coverage is as large as possible.

KEY WORDS: WTP， Behavioral model，Path analysis，video site，AMOS

目 录

摘要 …………………………………………………………………………………………………………Ⅰ

Abstract ………………………………………………………………………………………………… Ⅱ

第一章 绪论 1

1.1研究背景 1

1.2研究目的与意义 2

1.3研究思路与方法 3

1.4研究创新点 4

第二章 文献综述 5

2.1用户行为模型 5

2.2视频网站付费市场现状 11

2.2.1国内外视频网站的概念与分类 11

2.2.2国内外视频网站付费模式 11

第三章 视频网站付费模型的构建 15

3.1模型假设 15

3.2问卷设计 17

第四章 数据分析与检验 19

4.1描述性统计分析 19

4.2信度与效度分析 20

4.3拟合度分析 24

4.4假设检验分析 26

4.5结构路径分析 28

第五章 结论 30

5.1研究结果分析与模型评价 30

5.1.1研究结果分析 30

5.1.2模型评价 31

5.2不足与展望 32

参考文献（References）……………………………………………………………………33

附录……………………………………………………………………………………………36

致谢……………………………………………………………………………………………43

第一章 绪论

1.1研究背景

根据2^[1]显示，2017年中国网民数量已经达到了7.7亿，而在线视频使用人数也已经达到了5.7亿，占到了总体网民人数的75%（见表1.1）。同时网络用户和视频用户数量都在逐年增加。

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