Explore the Influencing Factors of Socialized Media Characteristics on the Willingness to Pay
（1.Renmin University of China，Beijing100872，China；2.Beijing International Studies University，Beijing100024，China）
Abstract：Socialized media is increasingly replacing the traditional media，and attracting more recognition and favor from advertising enterprises and customers. However，different choices of advertising enterprises in terms of socialized media marketing channels demonstrate the differences in terms of different socialized media characteristics and marketing effects. The different socialized media characteristics will have different impacts on the usefulness and usability of users’perception，which will in turn have impact on users’willingness to pay. Such factors as information acquisition，user truthfulness and compatibility will have positive effects on perception usability；and communication and interaction，involvement and participation，and privacy and confidentiality will have no significant impact on this. To better promote the practice of socialized media marketing，the advertising enterprises should choose socialized media that can gather more people with same interest and requirement，and provide users with enough，accurate and effective shopping information，and have more functions to improve users’willingness to pay；and the socialized media should recognize the role of activity and the length of online time of period，try to improve the accuracy and effectiveness of information，improve the convenience of information acquisition，and add the function of shopping page and transforming to the shopping page to improve the effect of marketing.
Key words：socialized media；channel characteristic；willingness to pay；perception usefulness；perception usability