Proceedings of the 2022 2nd International Conference on Business Administration and Data Science (BADS 2022)

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The Impact of Mental Simulation on Willingness to Pay for Online Content from the Perspective of Service Engineering

Authors
Junfeng Liao1, 2, *, Minru Yang2, Yiqing Zeng2
1School of Economics and Management, Kashi University, Kashi, China
2Department of E-Commerce, South China University of Technology, Guangzhou, China
*Corresponding author. Email: ljf@scut.edu.cn
Corresponding Author
Junfeng Liao
Available Online 29 December 2022.
DOI
10.2991/978-94-6463-102-9_119How to use a DOI?
Keywords
Mental Simulation; Pay for Online Content; Scenario Experiment; Service Engineering; Digital Commerce
Abstract

This study builds a model by combining the variables such as the duration of mental simulation, content type and impulsive characteristics. On this basis, it uses empirical research methods such as scenario experiment and matched samples t-test to study the impact of mental simulation on the willingness to pay for online content in the context of digital commerce from the perspective of service engineering, and draws the following conclusions: mental simulation significantly improves users' willingness to pay for online content; For different content types, different simulation duration has different promotion effects; In the influence of mental simulation on willingness to pay, impulsive trait plays a significant role on moderation.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 2nd International Conference on Business Administration and Data Science (BADS 2022)
Series
Atlantis Highlights in Computer Sciences
Publication Date
29 December 2022
ISBN
978-94-6463-102-9
ISSN
2589-4900
DOI
10.2991/978-94-6463-102-9_119How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Junfeng Liao
AU  - Minru Yang
AU  - Yiqing Zeng
PY  - 2022
DA  - 2022/12/29
TI  - The Impact of Mental Simulation on Willingness to Pay for Online Content from the Perspective of Service Engineering
BT  - Proceedings of the 2022 2nd International Conference on Business Administration and Data Science (BADS 2022)
PB  - Atlantis Press
SP  - 1158
EP  - 1163
SN  - 2589-4900
UR  - https://doi.org/10.2991/978-94-6463-102-9_119
DO  - 10.2991/978-94-6463-102-9_119
ID  - Liao2022
ER  -