本文基于期望确认模型和顾客价值理论，研究网络视频付费服务的重复购买意愿的影响因素。通过问卷调查方式收集数据，并运用SPSS 22.0软件进行数据分析，验证了感知价格、感知风险、感知时间成本、服务价值、功能价值、情感价值和期望确认度对用户的重复购买意愿具有显著正向影响。基于验证结果，本文提出优化平台服务、提高内容质量、提升情感价值、增强用户安全感、提升用户期望值的建议，以期提升网络视频付费服务的用户满意度和重复购买意愿。

关键词：期望确认模型、顾客价值理论、网络视频付费服务、重复购买意愿

Based on expectation confirmation model and customer value theory, this paper studies the influencing factors of repeat purchase intention of online video payment service. The data were collected by questionnaire survey and analyzed by SPSS 22.0 software. The results show that perceived price, perceived risk, perceived time cost, service value, functional value, emotional value and expected confirmation have significant positive effects on user’s repurchase intention. Based on the verification results, this paper puts forward suggestions to optimize platform services, improve content quality, enhance emotional value, enhance user security, and enhance user expectations, in order to improve user satisfaction and repeat purchase intention of online video payment service.

Keywords: Expectation Confirmation Model, Customer Value Theory, Online Video Payment Service, Repeat Purchase Intention