Author(s)

Shihu Zou ¹

Affiliation(s)

¹ College of Business Administration, Jiangxi University of Finance and Economics, Nanchang, China

Corresponding Author

Shihu Zou

ABSTRACT

Firstly, this paper reviews and arranges the relevant literature such as user use intention and consumer attitude. Based on the perceived value acceptance model, combined with the actual situation and the relevant literature of user use intention, this paper constructs the relevant theoretical model and puts forward the relevant hypotheses. The hypotheses are tested by issuing questions, collecting data and analyzing the data. The research conclusions are as follows: (1) Perceived usefulness and perceived entertainment can have a positive impact on functional value, social value and emotional value; (2) Both non-monetary cost and monetary cost can reduce the functional value; (3) Functional value, social value and emotional value can positively promote attitude; (4) Attitude can positively affect use intention. This paper discusses the influencing factors and paths of users' willingness to use the new media platform, and expands the achievements in the existing research field.

KEYWORDS

New media, Perceived value, Willingness to use, Acceptance model

CITE THIS PAPER

Shihu Zou. Research on Perceived Value and Follow-Up Behavior of New Media Users. Financial Engineering and Risk Management (2021) 4: 35-49. DOI: http://dx.doi.org/10.23977/ferm.2021.040505.

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