[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.