Demographic Profile of Respondents (N = 506).

Purpose
This study examines the factors influencing the intention to subscribe to video streaming platforms in China through integrating the extended unified theory of acceptance and use of technology (UTAUT2), perceived value theory, and stimulus–organism–response (S-O-R) theory.
Design/methodology/approach
A quantitative study was conducted to test the hypothesized relationships among the constructs using partial least squares structural equation modeling (PLS-SEM). The sample included 506 viewers of video streaming platforms.
Findings
The results showed that performance expectancy, effort expectancy, social influence, and hedonic motivation had a positive relationship with subscription intention in video streaming platforms. Additionally, perceived value mediated these relationships. Also, habit was positively related to subscription intention. Finally, the attractiveness of alternatives moderated the relationship between perceived value and subscription intention of video streaming platforms in China.
Originality/value
This study introduces a moderated mediation mechanism to explain the intention to subscribe to video streaming platforms in China, utilizing the UTAUT2 model, perceived value theory, and S-O-R theory.

研究目的：本研究整合扩展版统一技术接受与使用理论（extended unified theory of acceptance and use of technology, UTAUT2）、感知价值理论以及刺激-有机体-反应理论（stimulus–organism–response, S-O-R），考察中国市场中用户订阅视频流媒体平台的意愿及其影响因素。
研究设计与方法：本研究采用定量研究范式，运用偏最小二乘结构方程模型（partial least squares structural equation modeling, PLS-SEM）验证各研究构念间的假设关系。研究样本共涵盖506名视频流媒体平台用户。
研究结果：结果显示，绩效期望（performance expectancy）、努力期望（effort expectancy）、社会影响（social influence）以及享乐动机（hedonic motivation）均与视频流媒体平台的订阅意愿呈显著正相关。感知价值（perceived value）在上述各影响路径中发挥中介作用；习惯（habit）亦与订阅意愿呈正向关联。最后，替代方案吸引力（attractiveness of alternatives）对中国市场中感知价值与视频流媒体平台订阅意愿间的关系具有显著调节作用。
研究创新与价值：本研究整合UTAUT2、感知价值理论与S-O-R理论，构建有调节的中介机制以解释中国市场用户订阅视频流媒体平台的意愿，为该领域的相关研究提供了新的分析视角。