Abstract

The scale of the online video platform industry is growing rapidly, and with the increase in the number of such platforms, the competition is becoming more intense. This study examines the factors influencing willingness to pay on the Tencent video platform. Drawing upon the theory of planned behaviour and other relevant concepts (i.e., perceived value, perceived usefulness, perceived playability, perceived quality, and copyright awareness), this study aims to develop a conceptual model to determine the influence of psychological and individual aspects on the willingness to pay among Tencent video users. An online survey was employed to collect data from Tencent video users. The results indicate that the theoretically assumed path relationships were consistent with the actual measured data. There were significant relationships between Tencent video users' attitudes, subjective norms, perceived behavioural control, perceived usefulness, perceived value, perceived playfulness, perceived quality, copyright awareness and the willingness to pay on Tencent video platform. Our findings supported that users’ willingness to pay is mostly influenced by subjective norms. The limitations and recommendations for future research are addressed.