基于社会资本理论的知识付费用户行为机理研究

Research on the Behavior Mechanism of Knowledge Payment Users Based on Social Capital Theory

知识付费平台(如知乎、得到、罗辑思维等)作为一种新兴移动互联网模式,得到了快速发展。但由于知识质量不高、同质化严重等问题,用户往往缺乏付费的意愿,这将影响其成功实施。基于社会资本理论,本文研究了知识付费用户行为机理,考察了影响用户付费的显著因素。研究收集了411份有效问卷,采用结构方程模型进行分析。结果发现,社会交互连接、共同愿景和信任显著影响用户为知识付费的意向,其中信任的作用最大。研究结果启示知识付费平台应重视社会资本构建和发展,从而促进用户付费意愿和行为。

As a new mobile internet business model,knowledge payment platform has been developing rapidly.However,due to the poor knowledge quality,serious homogeneity and other issues,users are often not willing to pay,which will be detrimental to its successful implementation. Based on social capital theory,this paper studied the behavior mechanism of paying for knowledge,and examined the factors that significantly affect users＇ payment. 411 valid questionnaires were collected and analyzed by structural equation modeling. The results showed that social interaction ties,shared vision and trust significantly affected a user＇s intention to pay for knowledge. Among them,trust played a most important role. This research implied that knowledge platforms should pay attention to the construction and development of social capital in order to motivate users＇ intention and behaviour of paying for knowledge.