Research on Influencing Factors of Paid Members' Continuous Use Intention of Video Website

In this paper, paid members of video websites are taken as the research objects, and the factors that influence paying members' willingness to use continuously are emphatically analyzed. From the perspective of paying members, based on the expectation confirmation model, combined with the relevant characteristics of video websites, four variables, namely video resources, membership permission, consumption habits and membership prices, are introduced to construct a research model of influencing factors of paid members' continuous use intention. After reliability, validity, correlation analysis and regression analysis, it is concluded that consumption habits and satisfaction significantly and positively affect the continuous use intention, so as to give some reasonable suggestions to website operators to improve products, enhance user experience and increase user loyalty.