Empirical Study on the Relationship between Users’ Mental Model and Purchase Intention of VIP Subscription: Evidence from Image Processing App in China

With the Internet entering the inventory stage, subscription services have become a major trend in the industry. As a technology company driven by artificial intelligence and with beauty as core, Meitu has launched VIP subscription services in several image processing applications. By December 2022, the number of VIP members grew to about 5.6 million, becoming a new engine for the company to open up more business space. At present, there is few research in academia on the VIP subscription intention of image processing APP. Combining the characteristics and usage experience of image processing APP, this thesis constructed the research model by introducing the concept of user’s mental model in the technology acceptance model. Using the structural equation modeling method, the hypothetical model and the relationship between critical variables was validated. With SPSS28.0 and AMOS24.0 software, the confirmatory factor analysis, exploratory factor analysis and structural equation modeling was conducted. The results indicate that both quality of system interface and quality of subscription service positively influence user’s mental model; mind model of users influences purchase intention through the direct path. At the same time, it also influences purchase intention through perceived ease of use and perceived usefulness, and the chain mediating path between them. Based on the findings, this thesis claims that Meitu should increase the investment in scientific research; it should not only focus on the optimization of system interface design, pay attention to the professionalism and personalized upgrade of subscription services, but also dig deeper into users’ needs and occupy their minds. At the same time, Meitu App should promote the subscription model with precise positioning and tiered payment, so as to increase users’ intention of subscription.