A Convergence Study on the Factors Influencing the Paid Subscription Intention of Micro-Drama Users

초록

This study explores the factors influencing paid subscription intentions in the rapidly growing micro-drama sector. Based on the Stimulus-Organism-Response (SOR) theory and perceived value theory, we construct a model examining the impact of perceived content quality, perceived cost, and social interaction on paid subscription intention, mediated by functional and emotional value. Using structural equation modeling on data from 427 valid survey responses, we find that perceived content quality and social interaction positively influence perceived value and paid subscription intention. Perceived cost negatively impacts perceived value but does not significantly affect paid subscription intention directly. Both functional and emotional values positively influence paid subscription intention and mediate the relationship between antecedent variables and paid subscription intention. Perceived cost affects paid subscription intention through the complete mediation of perceived value. This study provides a unified theoretical framework for understanding micro-drama user payment behavior, expanding the application of SOR and perceived value theories in new contexts. The findings offer insights for content creators and platforms to enhance content quality, optimize user experiences, and develop effective marketing strategies in the micro-drama industry.

키워드