Influencing Factors of Willingness to Pay in the Freemium Business Model: A Case of OTT Video Platform- iQIYI Taiwan

• Main Authors: Ke-WeiChen, 陳可唯
• Other Authors: Yu-Wen Huang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/asxtq5

碩士 === 國立成功大學 === 電信管理研究所 === 106 === In the past, the freemium model was used to explore industry pricing strategies, for which the research subjects were mostly mobile applications, online games and music streaming platforms. In recent years, most of Taiwan's OTT video platforms have chosen to use the freemium business model as their payment system, and iQIYI Taiwan was the first-mover to offer both free and premium membership options (freemium membership). Thus, in this study iQIYI Taiwan’s user behavior is the focus, and the factors that influence users to pay for the premium services after using the free services in the freemium business model are investigated. According to the literature review, six important factors were identified to influence users’ willingness to pay, including advertising attitude, advertising avoidance, perceived quality, hedonic value, perceived behavioral control and promotion. These six factors were then analyzed with the freemium model to determine how they influence users’ willingness to pay. Finally, the relationships among factors and indicators were examined based on our research hypotheses. A questionnaire survey was adopted as the research methods, and 929 valid samples were collected and analyzed using SPSS17.0 and LISREL8.52 software, for which the nine results were shown in this research. The following three conclusions are drawn based on the research results. (1)Most users will not pay to avoid advertising. (2)The hedonic value generated by users does not affect their willingness to pay. (3)Promotion is the most important factor affecting user's willingness to pay, followed by perceived behavioral control.