[目的/意义]在新技术环境下，厘清数字青年数字阅读付费意愿的影响因素，并为数字阅读服务的改进提
出对策建议，这对于拓展数字阅读付费领域的知识、优化数字阅读产业发展具有重要的意义。[方法/过程]本研究
基于用户感知价值理论与技术接受模型，结合数字阅读的特点，构建了数字青年数字阅读付费意愿影响因素的结
构方程模型。[结果/结论]研究结果显示，数字青年数字阅读过程中的付费意愿主要受到感知价值、感知易用性因
素的影响，其中感知价值对付费意愿的影响程度最大。另外，感知价值对感知利得与感知利失起到显著的中介作
用，感知有用性、感知风险性、感知成本需要转化为感知价值才会对数字青年的付费意愿产生影响，只有感知易用
性可以直接对付费意愿产生影响。

[Purpose/significance] In the new technological environment, clarifying the factors that influence the will ?
ingness of digital youth to pay for digital reading and putting forward suggestions for the improvement of digital reading
services have great significance for expanding knowledge in the field of digital reading payment and optimizing the de ?
velopment of the digital reading industry. [Method/process] Based on the user's perceived value theory and technolo?
gy acceptance model, combined with the characteristics of digital reading, a structural equation model of the influenc?
ing factors of digital youth's willingness to pay for digital reading is constructed. [Result/conclusion] The research re?
sults show that the willingness to pay in the digital reading process of digital youth is mainly affected by perceived value
and perceived ease of use. Among them, the perceived value has the greatest influence on the willingness to pay. In ad?
dition, perceived value plays a significant intermediary effect on perceived gains and perceived losses. Perceived use?
fulness, perceived risk, and perceived cost need to be transformed into perceived value to affect the payment willing ?
ness of digital youth. Only perceived ease of use can directly affect the willingness to pay.