随着经济发展，互联网的不断进步，人们的生活也更加丰富多彩，不仅能网购也

With the economic development, the continuous progress of the Internet, people's lives are more colorful, not only online shopping but also all kinds of entertainment activities online, of which watching videos through the Internet has become daily, and major video sites will seize the consumption upgrade transformation will make a profit The point is transferred to paying members, providing a variety of privileged services to meet more consumer needs, in order to better maintain consumers. This article takes Tencent Video members as an example. Based on the perceived value as an important part of consumers 'purchase intention, it is of great significance to study how it affects consumers' purchase intention, and to promote and develop paid members. This paper sorts out a large number of relevant literatures on perceived value and purchase intention, aiming to make theoretical preparations for the research model establishment and thesis writing of this paper.

With the economic development, the continuous progress of the Internet, people's lives are more colorful, not only online shopping can also carry out all kinds of entertainment activities on the Internet, which through the network video to become daily, major video sites seize the transformation of consumer upgrade spending will be transferred to paid members, to provide a variety of privileged services to meet the needs of consumers, so as to better maintain consumers. Taking Tencent video members as an example, this paper studies how it affects consumers' willingness to buy based on the perceived value of their willingness to buy, which is of great significance for promoting and developing paid members. This paper combs through a large number of relevant literatures on perceived value and purchase intention, aiming at the establishment of the research model of this thesis and the theoretical preparation of the thesis writing.

With the development of economy and the continuous progress of Internet, people's life is also more colorful. They can not only buy online but also carry out all kinds of entertainment activities on the Internet, among which watching videos through the Internet becomes a daily routine. Major video websites seize the consumption upgrading transformation, transfer the profit point to paying members, and provide various privileged services to meet more needs of consumers, so as to better maintain Consumer. In this paper, Tencent video members as an example, according to the perceived value as an important part of consumers' purchase intention, to study how it affects consumers' purchase intention is of great significance to promote and develop paid members. This paper combs a large number of literature about perceived value and purchase intention, aiming to make theoretical preparation for the research model establishment and thesis writing of this paper.<br>