用户在线知识付费行为影响因素研究

Research on the Influencing Factors of User's Online Knowledge Payment Behavior

[目的 /意义]互联网时代背景下知识付费成为一种全新的信息交互模式,对用户在线知识付费行为影响因素进行研究,将有助于人们进一步认识用户在线知识付费行为,为知识付费平台持续吸引用户和优化在线知识供给行为提供参考和建议。[方法 /过程]借助质性分析软件NVivo 11,选取18个样本作为半结构化访谈对象,对获取的访谈原始资料进行定性分析,提炼出用户在线知识付费行为的7个主要影响因素,分别是个体需求、个体认知、信息质量、主观规范、便利条件、替代品、经济因素。[结果 /结论]对研究结果进行分析发现,个体需求是用户在线知识付费行为最重要的影响因素,信息质量是影响用户在线知识付费行为的关键所在,个体认知和主观规范是用户在线知识付费行为重要的影响因素,便利条件和替代品是用户在线知识付费行为较为重要的影响因素,相对不重要的影响因素是经济因素。

[ Purpose/significance ] Under the background of Internet age, knowledge payment becomes a new infor- mation interaction model, and the research on the influencing factors of user＇ s online knowledge payment behavior will help us to further understand the user＇ s online knowledge payment behavior, continue to attract users and optimize online knowledge for knowledge payment platform supply behavior. [ Method/process ] With the qualitative analysis software NVivo 11, 18 samples were selected as the semi-structured interview object, and the qualitative analysis of the interviewed original data was carried out to extract the seven main influencing factors of the user＇ s online knowledge payment behav- ior, namely individual demand, individual recognition knowledge, quality of information, subjective norms, convenience conditions, alternatives, economic factors. [ Result/conclusion] It is found that the individual demand is the most impor- tant influencing factor of the online knowledge payment behavior, the information quality is the key to the behavior of the online knowledge payment, the individual cognition and the subjective norm are the important influencing factors of the on- line knowledge payment behavior, convenience conditions and alternatives are of some account factors that affect the online knowledge payment behavior. The relatively unimportant influencing factors are economic factors.