Abstract：
Today, social media has become popular, seamless connect with people's lives. Social media is not just a simple social platform, but also plays a powerful role in information dissemination in various aspects of business, life, politics, etc. Explosive growth in the scale of social media users has been observed, users' awareness for initiative and willingness to use is constantly improving. However, users' payment behavior on social media didn't increase with the increase of the scale of Social media users. The problem of profitability still troubles the social media company.In the context of the domestic social media, this paper take SINA WEIBO as example which is the largest and most representative social media of CHINA. This paper study users' Participation in social media, proposed hypotheses, explored the influence of social media users' participation on the payment behavior, research results are as follows:1) User participation in the website is positively associated with the likelihood of payment behavior for the premium services, users in the higher participation levels have the stronger willingness to pay. Personal influence has the strongest positive correlation with the likelihood of payment behavior for the premium services. If the users are more active in the higher level, the likelihood to pay is more likely. 2) User participation is positively associated with a shorter period of time of free usage. users in the higher participation levels make the decision to subscribe to pay for the premium services sooner.
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