中文摘要：

在线内容高水平服务免费体验下，配置恰当的价值体验要素对促进用户服务升级至关重要。选取广告屏蔽、清晰度、点播折扣、海量影片资源、尊贵身份识别五类价值体验要素，结合沉浸体验、现状偏好、服务差异感知及成本感知四个中间变量，分析了价值体验要素与服务升级之间的作用机理。本次实验选取优酷网的非会员用户作为调研对象，基于偏最小二乘法估算法，分析了构建的理论模型。研究发现，广告屏蔽和清晰度能引起用户沉浸体验，进而减弱用户现状偏好和成本感知，并最终促进服务升级。点播折扣和海量影片资源对用户的服务差异感知有显著影响，并减弱用户现状偏好，促进其服务升级。

英文摘要：

Under the experience of high level online content service, appropriate value experience elements are crucial to promote membership＇s service upgrade. This paper selects ad block, sharpness, on-demand discount, huge amounts of film resources, honorable identity, combines intermediate variables of flow experience, status quo bias, perceived service differentiation,perceived cost, and analyzes the mechanism of action between value experience elements and membership＇s service upgrade. The experiment selects Youku non-member users as the research object, and analyzes the theoretical model based on partial least squares estimation method. The result of research reveals that elements like ad block and sharpness may lead to users＇ flow experience, and further weaken users＇ status quo bias and perceived cost, then promote service upgrade. On-demand discount and huge amounts of film resources influence perceived service differentiation, and weaken users＇ status quo bias, then promote service upgrade.