Research on Willingness of Payment at a Premium for Internet Consumption of Rural Residents

Abstract：Willingness of payment at a premium for internet consumption of rural residents is an important reference for the state to formulate policies. It is a key issue for the development of market to study the willingness of payment at a premium from the perspective of consumers，which has important practical significance. Based on clue utilization theory and perceived value theory，the authors collected first- hand data of 1184 rural residents in 5 provinces in eastern China. The authors analyze the influencing factors of rural residents' willingness of payment at a premium for eight different types of products by logistic regression model. The research shows that the age，education and purchase frequency of rural residents in eastern China are at a lower level. Among different types of products，there are significant differences in the degree of influence and direction of perceived product quality，perceived website service quality，purchase cost，perceived risk，network acceptance，purchase frequency，and personal characteristics on willingness of payment at a premium. The demonstration role of Taobao Village which is supported by the state in internet consumption is not significant. The main performance is that rural residents in the process of purchasing agricultural materials，clothing，living necessities and virtual products，whether the Taobao Village variables have no significant impact. There is a gap between the analysis results and expectations. To better improve rural residents’willingness of payment at a premium， the state need to fully consider the differences in product when establishes and improves the subsidy system and policies，and optimize the support policies. Enterprises that carry out rural e- commerce should determine the key factors affecting consumer premium payment according to product categories，and develop differentiated marketing strategies to improve their competitiveness. And the rural residents should understand more about the process and advantages of internet purchases，and improve their level of acceptation of online consumption and the willingness of payment at a premium.

Key words：rural residents；internet purchases；willingness of payment at a premium；influencing factors；product categories