网络文化产品消费意愿的影响因素研究
Research on Influencing Factors of Willingness to Consume Network Culture Products

基于消费者的感知价值，构建了网络文化产品消费意愿影响因素模型，并采用调查数据对各变量的影响路径进行了结构方程的实证检验。研究结果表明，感知利得正向影响网络文化产品的消费意愿，且感知利得各因素中感知娱乐性的影响效果最为显著，其次为感知有用性、感知易用性；感知利失负向影响网络文化产品的消费意愿，且感知成本的影响效果要强于感知风险。因此，未来网络文化产品企业应从提供良好的用户体验、实行“基础免费，增值收费”的商业模式、提升网络文化产品品质、注重防范网络风险和针对年轻用户群体推广五个方面增加有效供给。
Based on the consumer perceived value，this paper constructs a conceptual model of willingness to consume network culture products. The model is validated by using the survey data to analyze the influence path of each variable. The results show that perceived benefit has a positive effect on willing to consume network cultural products, and the effect of perceived entertainment is the most significant, followed by perceived usefulness and perceived ease of use. But perceived loss has a negative impact on the willingness to consume network cultural products, and perceived cost′s effect is stronger than perceived risk. Therefore, the network culture product enterprises should take the following five measures to increase the effective supply in the future which are:provide a good user experience,implement "basic free, value-added charges" business model，enhance the quality of network culture products,focus on network security and promote young users