大学生群体知识付费平台使用意愿实证研究

An Empirical Research on College Students' Willingness of Using Paid Knowledge Platform

在共享经济的背景下,各类知识付费平台在近几年不断涌现,这有利于用户对信息的高效筛选以及提升自身的知识储备。用户作为知识付费社区的核心参与者,对知识付费平台的发展起着重要作用。因而本文以技术接受模型为基础构建模型,通过调查问卷收集相关数据并运用结构方程模型,分析感知有用性、感知易用性、内容质量等因素对用户知识付费平台使用意愿的影响。基于研究结果提出了相关建议,从而促进知识付费社区的发展。

In the background of the sharing economy, all kinds of paid knowledge platforms are growing up in recent years, which helps users to efficiently select useful information and to expand knowledge reserve. As a core participant in the paid knowledge community, users play an important role in the development of paid knowledge platform. This paper builds a model based on the technology acceptance model, collects data through questionnaires and uses the structural equation model to test the impacts of perceived usefulness, perceived ease of use, and content quality on the willingness of users to use paid knowledge platform. Finally, the author proposes some recommendation based on the research results, so as to promote the development of paid knowledge community.