A Study on Users'' Willingness to Pay Using Online Integrated Information Platform for Arts/Cultural Activities Based on Involvement Theory

• Main Authors: Mei-Chi Lin, 林美綺
• Other Authors: Hsin-Pin Fu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/53791430211689258316

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 98 === The study aims to the relation among website involvement, factors, results and purchase intention, based on the theory of involvement, to analyze users'' willingness to pay using online integrated information platform for arts/cultural activities. The effects of motivation on website involvement were first discussed. Then, the author surveys the effects of website involvement on users’ attitude of information processing. Finally, the author investigates the effects of risk perceptions, website involvement and actively information processing on users'' willingness to pay. LISREL is applied to verify causal model and to verify the suitability and fitness of the dimensions and items based no 328 returned questionnaires. The results indicate that: (1) the user’s motivation has a positive impact on their website involvement; (2) the user’s website involvement has also a positive impact on their attitude of information processing; (3) the user’s risk perceptions has a negative impact on their willingness to pay; (4) the user’s website involvement has a positive impact on their willingness to pay; (5) the user’s attitude of actively information processing has a positive impact on their willingness to pay. The results find that the higher users’ website involvement degree has the higher users’ willingness to pay and users who actively processing information have higher degree of willingness to pay. Furthermore, the higher users’ risk perceptions have lower willingness to pay using online integrated information platform for arts/cultural activities. Finally, the empirical findings, managerial implications and suggestions for website operators are discussed.