Research On the Market and Willingness to Pay for Micro Short Drama Based on Machine Learning

Abstract

With the support and promotion of micro short dramas by the state and the continuous improvement of the basic network environment, China's micro short theater continues to develop vigorously. This paper takes residents of Nanchang as the research object, and analyzes the viewing status, payment intention and market development suggestions of micro short drama through questionnaire survey and in-depth interview. Stratified sampling and three-stage unequal probability sampling were used to collect data, and descriptive statistics, binary Logistic model, structural equation model and K-means clustering model were used for data analysis. The results of the survey show that: (1) The market potential of micro short drama is large, but the content quality and payment attraction need to be improved. (2) There are significant differences in the willingness of audiences of different ages, educational backgrounds and genders to pay for micro short drama. (3) Content quality, user experience and other factors significantly improve the willingness of micro short drama users to pay and promote payment. (4) The core of potential customers for micro short drama is young people. Based on the above research results, this paper puts forward several policy suggestions for consumers and platforms to promote the high-quality development of the micro short drama market.