Cultural Identity, Technological Experience, and Social Influence: An Integrated Model of Consumer Willingness to Pay in the Micro-Short Drama Market of Henan, China

Abstract

This study examines the determinants of consumer willingness to pay for micro-short drama content in Henan Province, China. The micro-short drama market in Henan has grown rapidly, fueled by Generation Z’s interest in culturally resonant content and immersive digital experiences. However, content homogeneity and uneven engagement across demographic segments pose challenges. We integrate the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM) to develop a conceptual framework linking cultural identity, technological experience (with immersion as a mediator), and social influence to users’ purchase intentions. A survey of 1,104 micro-short drama consumers (aged 18–45) in Henan provides the data for analysis. Multiple regression results indicate that cultural identity is the strongest predictor of willingness to pay, followed by social influence and technological experience (all p < .05). A logistic regression reveals that high price sensitivity significantly lowers paid content adoption among rural users (odds ratio = 0.62, p < .01). No evidence of endogeneity is found, and subgroup analyses show notable urban–rural and generational differences in behavior. These findings underscore the importance of aligning content with local cultural narratives, leveraging peer influence, and carefully incorporating immersive technology. The study offers theoretical contributions by uniting TPB and TAM in a cultural context, and provides practical implications for content creators and policymakers – including strategies for content development, pricing, and digital inclusion.