大学生知识付费APP使用行为及其作用机制研究——以流利阅读为例

A Study on the Behavior of College Students’ Knowledge Payment APP and Its Mechanism——Taking "Fluent Reading" as an Example

[目的/意义]以英语付费类APP流利阅读为例,探索影响用户知识付费APP使用行为的相关因素及其作用机制,以期对知识付费平台的持续性发展提供建议。[方法/过程]基于UTAUT模型并结合相关文献构建模型、提出假设,采用访谈和问卷调查相结合的研究方法进行研究,通过SPSS22.0对所收集的数据进行量化分析,最后对模型进行修改。[结果/结论]研究发现,期望确认程度和社会影响对用户的使用意愿和行为影响最为显著。因此,建议知识付费平台在外营造良好媒介形象、在内提高信息质量,以提高用户期望确认值;同时发掘用户网络社交资源,利用社会影响激发用户使用意愿、促进其使用行为。此外,研究还证明期望确认程度的引入,实现对UTAUT模型的创新发展。

[Purpose/significance]Taking English paid APP Fluent Reading as an example,this study aims to explore the related factors affecting users’behavior of paying APP for knowledge and its mechanism,and provide suggestions for the sustainable development of knowledge payment platform.[Method/process]Based on UTAUT model and related literature,the hypothesis is put forward;using the interview method and questionnaire survey method;using SPSS22.0 to analyze quantitatively the collected data and modificate the model.[Results/conclusion]The study found that the degree of recognition of expectation and social impact had the most significant effect on the user’s willingness to use payment APP.Therefore,it is suggested that the knowledge payment platform should create a good media image outside,and improve the information quality,so as to improve the user’s expected confirmation value;at the same time,explore the social resources of the user network and use the social impact to stimulate the user’s willingness to use to promote their usage behavior.In addition,the research also proves that the introduction of the degree of expectation confirmation achieves the development of the innovation of UTAUT model.