知识付费行为支付意愿的影响因素

The Factors Affecting the Willingness to Pay for Knowledge Payment Behavior

文章依托计划行为理论模型和新增感知成本的技术接受模型,设计了知识付费行为支付意愿的影响因素模型。之后,文章进行了影响因素变量的测量,并通过相关性分析和多元回归分析,得出结论:相对利益是影响知识付费行为支付意愿的最主要因素,感知成本、付费习惯、版权意识、集体规范和获取难度对支付意愿也有显著影响,而自我效能评估和性别、年龄、学历和收入等人口学变量对支付意愿的影响不显著。此外,文章通过中介作用检验,验证了行为态度对感知成本和支付意愿存在中介作用。文章的研究为理解知识付费这一在线学习主要形态的用户动机提供了有价值的解释,有助于在线学习相关产业的进一步发展。

Based on the theoretical model of planned behavior and the technology acceptance model of added perceived cost,this paper designed the influence factor model of the willingness to pay for knowledge payment.After that,this paper carried out the measurement of influence factor variables,and obtained the relevant conclusions through correlation analysis and multiple regression analysis.The results showed that the relative interest was the most important factor affecting the willingness to pay for knowledge payment,and the perceived cost,payment habit,copyright awareness,collective norm and obtainment difficulty also had significant impact on the willingness to pay.While self-efficacy assessment and demographic variables such as gender,age,education and income,had no significant impact on the willingness to pay.In addition,the mediating effect of the behavioral attitude on perceived cost and willingness to pay was verfied through mediating effect test.The studies provided a valuable explanation for understanding user motive of knowledge payment that was the main form of online learning,and contributed to the further development of industries related to online learning.