用户移动音频付费意向影响因素研究——基于TPB-TAM整合模型

Study on the influencing factors of users’knowledge payment intention on mobile audio platform:Based on the TPB-TAM integration model

本研究从用户角度出发,基于计划行为理论(TPB)和技术接受模型(TAM)构建移动音频平台用户知识付费意向影响因素理论模型,并采用结构方程模型进行检验。研究结果发现:主观规范、知觉行为控制、过去付费体验和感知有用性均能显著正向影响用户对移动音频的付费意向,而付费态度对用户的付费意向没有显著影响。最后从改善用户付费体验、降低用户成本压力、加强平台口碑建设以及加快推进技术创新四个方面为移动音频平台持续吸引用户和优化在线知识供给行为提出建议。

This study constructs a theoretical model of factors influencing users’knowledge payment intention on mobile audio platform based on Theory of Planned Behavior(TPB)and Technology Acceptance Model(TAM)from users’perspective,and tests it using structural equation modeling.The results found that subjective norms,perceptual behavior control,past payment experience and perceived usefulness can significantly and positively influence users’intention to pay for mobile audio,while payment attitude has no significant effect on users’intention to pay.Finally,suggestions are made for mobile audio platforms to continuously attract users and optimize online knowledge supply behavior in four aspects:improving user payment experience,reducing user cost pressure,strengthening platform reputation construction and accelerating technological innovation.