The Moderating Role of Perceived Equity in the Commercialization Process of Micro-Series Content: A Study on Perceived Value and Payment Intention Based on Structural Equation Modeling
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Abstract
This study investigates user payment willingness in micro-series commercialization, examining how perceived value and perceived fairness influence payment behavior. Through literature review and theoretical analysis, this study employed a stratified quota sampling method, data were collected 420 valid questionnaires with sample spanned multiple provincial-level administrative regions across China. A structural equation model has been developed with perceived value as the independent variable, payment willingness as the dependent variable, and perceived fairness as the moderating variable, followed by empirical testing.
The findings demonstrate that perceived value significantly positively affects payment willingness, with perceived fairness serving as a key moderating factor in their relationship. It is a symbol of quality of life as a role of perceived equity in the commercialization of business.
The research highlights the pivotal role of fairness perception in digital content monetization, providing both theoretical foundations and practical guidance for platforms to optimize pricing strategies and enhance user trust.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
- บทความหรือข้อคิดเห็นใดๆ ในวารสารคุณภาพชีวิตกับกฎหมายเป็
- กองบรรณาธิการไม่สงวนสิทธิ์
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