The impact of user’s perceived value on the willingness to pay for membership on Internet platforms

Jinjing Deng; Jiayi Li; Xintong Wang

doi:10.54691/bcpbm.v28i.2221

Authors

Jinjing Deng
Jiayi Li
Xintong Wang

DOI:

https://doi.org/10.54691/bcpbm.v28i.2221

Keywords:

Perceived value; willingness to pay; Bilibili; influencing factors.

Abstract

The user base and market size of the Bilibili platform are now expanding quickly, and the corresponding industry has a considerable market potential. Previously, there are not plenty of empirical researches on users’ intentions or behavior on Bilibili (one of China's more advanced video networks). In this regard, this study selects Bilibili users as the research subjects, develops a model of factors influencing willingness to pay from the users' perspective, integrates theoretical and empirical tests, and investigates the effects of each element on desire to pay. According to the analysis, subjective norms in users' perceived value are the direct factors affecting users’ willingness to pay for Bilibili, while perceived usefulness, entertainment, cost, sociability, and risk indirectly affect consuming intention for Bilibili through perceived value. Overall, these results shed light on guiding further exploration of enhancing consuming intention of customers from the perspective of users' perceived value.

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