Graduation Year
2019
Document Type
Thesis
Degree
M.A.
Degree Name
Master of Arts (M.A.)
Degree Granting Department
Mass Communications
Major Professor
Kimberly Walker, Ph.D.
Committee Member
Roxanne Watson, Ph.D.
Committee Member
Travis Bell, Ph.D.
Keywords
copyright consciousness, individual needs, and product variables
Abstract
This study adopted use and gratification theory as a theoretical guide to explores the impact of individual needs, product variables, and copyright consciousness on audience’s willingness to pay in paid sports media in China. The most important part of this study was tested whether product variables act as a mediating factor and whether copyright consciousness plays as a moderating factor to influence the relationship between individual needs and willingness to pay. This quantitative study collects the data from a sample of 679 (valid N=568) Chinese adults who have some exposure or understanding of the paid sports model in mainland China. The results revealed that all of the dimensions of individual needs and product variables have a positive relationship with willingness to pay in paid sports. There are two regression models: (1) purchase willingness = 0.16 * interest needs + 0.176 * cognitive needs + 0.360 * affective needs + 0.273 * social interaction needs; (2) purchase willingness =0.108* membership privilege +0.115* video quality +0.128* sports commentary +0.237* exclusive broadcasting +0.359* price setting. Furthermore, findings indicate that the effect of individual needs on willingness to pay is partially mediated by product variables. In addition, copyright can moderate between individual needs and willingness to pay. All of the results have statistical meaning.
Scholar Commons Citation
Li, Jing, "The Research on the Determinants of Users' Willingness to Pay for Chinese Paid Sports Model Based on Use and Gratification Theory" (2019). USF Tampa Graduate Theses and Dissertations.
https://digitalcommons.usf.edu/etd/8050
